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2000 POINTS 

FOR HMA^NCIAL 

ADVERTISING 

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Book 8z ~fih 7 

v. 

Copyright^? ' 

COPYRIGHT DEPOSIT. 



TWO THOUSAND POINTS FOR 
FINANCIAL ADVERTISING 



BY 
T. D. MacGREGOR 

Author of 'PUSHING YOUR BUSINESS' 




THE BANKERS PUBLISHING CO. 
253 Broadway, New York 






Copyright, 1912 
The Bankers Publishing Company 



£CI.A30'J774 



Introduction 

TTHE purpose of this book is to provide a handy compendium of 
"■■ ideas and phrases suitable for use in the preparation of finan- 
cial advertising matter — whether newspaper or magazine advertise- 
ments, booklets, circulars or "form" letters. It is meant to be a 
companion book to the author's "Pushing Your Business," which is 
more of a text-book on this subject. 

The points brought out in the various chapters are largely such 
as have been used by the author in his long experience as a plan- 
ner and writer of financial advertising. 

It is scarcely necessary to explain how the book can be used, as 
that will readily suggest itself to the reader who has any occasion 
whatever to use the printed or typewritten page as a means of 
soliciting business. 

One way that may not occur to the reader without suggestion, 
however, is to use the volume as a "paragraph book" in dictating 
letters in the regular course of business. For this purpose, it will 
save time and secure more effective letters than might otherwise be 
the case. 

In the author's earlier work, "Pushing Your Business," are to be 
found detailed suggestions as to the preparation of copy and the 
choice of mediums for financial advertising. In this place there is 
only space to recapitulate briefly some of the salient points which 
enter into successful financial advertising. 

COPY should be strong, truthful, interesting, clear, concise, in- 
formative, and attractively set up. It should not be formal, stilted, 
verbose or heavy. The creator of the advertisement should aim 
first to make the announcement so attractive that it will be seen, 
and, secondly, so convincing that it will inspire prompt and favor- 
able action on the part of the reader. A uniform style of typo- 
graphical set-up should be adopted, including a trade-mark emblem 
if possible, but the copy should be changed with each insertion, 
thus combining fresh interest with cumulative value. 

MEDIUMS — There are many mediums which the financial adver- 
tiser can advantageously use — newspapers, magazines, booklets, 
calendars, circulars, form letters, novelties, street cars and bill- 
boards. Unquestionably the most valuable medium for the average 
bank or investment house is the daily newspaper. But all mediums 




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HISTORY 






No. 1. Some Bank Ads. — Mostly Good Ones. 



INTRODUCTION 5 

have strong points in their favor and the advertiser ought to inves- 
tigate each of them thoroughly. 

INSERTIONS — A regular annual appropriation for advertising 
should be made, and the object should be to secure as frequent in- 
sertions of a fair-sized advertisement as possible with that appro- 
priation. If you can afford to pay for "position" in the newspaper 
("top next/' "top surrounded/' etc.,) so much the better. Figure 
it all out in advance with the aid of the newspaper's advertising 
rate card. Be sure that you see proofs of each advertisement 
before it is inserted, and insist on good set up. Show the pub- 
lisher you know what you want, and then you are quite likely to 
get it. 

And above all things, be consistent, insistent and persistent in your 
advertising. 

The points mentioned are well brought out in the groups of 
bank advertisements reproduced herewith, and the author's com- 
ments thereon, which appeared originally in the Banking Publicity 
Department of "The Bankers Magazine." 

ILLUSTRATION NO. 1. 

FIRST NATIONAL — A quite timely advertisement to use in Novem- 
ber. The illustration is a very cheering one and brings home the Thanks- 
giving lesson that money makes the turkey roast as well as it makes the 
mare go. 

NATIONAL STATE AND CITY— Next is a fourth of July ad., 
which makes a clever appeal to the man whose thoughts are turning 
vacationward. A well displayed advertisement. 

HOME SAVINGS — Emerson said, "Concentration is the secret of 
strength." Here is a concentrated and therefore a strong ad. The way- 
faring man, though a fool, need not err in seeing the point of this adver- 
tisement. The "SAVE." is almost as startling a portent as the "In Hoc 
Signo Vinces," which tradition says Hashed in the sky for the Emperor 
Constantine and directed his future course. 

MERCHANTS AND MECHANICS SAVINGS— This "gets right 
down to brass tacks" and shows just what systematic saving will do when 
carried on over a period of years by means of a savings account. It like- 
wise makes a strong appeal to parental affection. 

COMMERCIAL NATIONAL— A special ad. of special service. It 
ought to pull business from banks needing that kind of service. 

NATIONAL SHAWMUT— A very" symmetrical advertisement con- 
taining some strong figures. It suggests the question, however, if the 
$12,828,161.69 is really the total protection for depositors. Is not the 
collateral held against the bank's loans also to be considered in the light 
of protection to depositors? 



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AND COMMERCIAL BULLETIN. 



PRICK FIVE CEN7S 



QUICK RETDRHS FOR ) ~ ^ , I END "LABOR TRUST;' 
ALL NATIONAL BANKS <$^p| ral SAY ttKOMIEES 




MANHATTAN 

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"Have You a Savings Account?" 



The Northern Trust Company-Bank 



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No. 2. Long Ads. and Short Ads. 




INTRODUCTION 7 

CITIZENS NATIONAL BANK -It is a safe bet that a married man 
wrote this ad. He has proved in his own experience the folly of the 
statement that "two can live as cheaply as one." But "Bank at our bank" 
is not enough. Please explain why your bank should be chosen. That is, 
give some reasons for choosing the Citizens National in preference t6 
other institutions. 

UNION TRUST COMPANY— Nothing to say about this except that 
it is short and to the point. 

STERLING BANK— Good display, but some ambiguity in the text. 
Probably it is all classes of banking business that is meant, although it is 
not said. 

UNION NATIONAL — Blowing the horn a little, but we guess it is 
justifiable in an institution with surplus and profits over eight times its 
capital. 

MANUFACTURERS NATIONAL— This is a good idea. Take the 
dictionary and go down through and pick out definitions that may apply 
to your bank, although a closer connection than is brought out in this 
advertisement would be desirable. 

ILLUSTRATION NO. 2. 

CITIZEN'S CENTRAL AND MANHATTAN TRUST— Illustrating 
what advertisers would call "bully" position. It is "top surrounded," and 
on the front page at that. Notice the specially good position the Citizens 
ad. got — right next to a news story on national banks. The typography 
is good, too, but it is sad to reflect, however, that these very valuable 
spaces were used for nothing better than the most formal and stereotyped 
form of bank advertisement. 

ROCKVILLE CENTRE— We rather think this bank has "put one 
over" on its metropolitan contemporaries just referred to as far as getting 
some real human interest and convincing argument into its advertisement 
is concerned. The big banks have nothing on the smaller one in set-up 
either. The padlocks make a pretty border and convey some idea of 
security, but the outline of a steel vault door would be better for a bank. 
A padlock might bother a chicken thief, but not a yegaman. 

NORTHERN TRUST CO. BANK— We can't see where there is any- 
thing to criticise in this advertisement. We admire the courage of these 
Chicago banks in using such large space. This ad. was 115 lines by two 
columns, and we venture to say that it dominated the page on which 
it appeared. 

FARMERS LOAN AND TRUST AND FIRST NATIONAL BANK 
— Too much matter and too fine type. If you feel that you must adopt 
the essay style of copy it is better to do the way the First National Bank 
of Montgomery does in the next ad. It is tiresome for the eye to follow 
across a long line of type, especially if it is small. It is better to use 
larger type and narrower column measure. The First National has fol- 
lowed Arthur Brisbane and William C. Freeman in the liberal use of 
caps for emphasis. 

CH ARTIE RS TRUST— The connection between a bank account and 
a flying machine is not apparent at first sight, although occasionally there 



8 INTRODUCTION 

is a high flyer in the banking field. This ad. is a hodge-podge. That is 
the best we can say for it. We commend to the person responsible for it 
that line in his own copy, "Read! Reflect! Resolve!" Let him read soma 
good book on advertising, reflect on the fundamental principles it lays 
down and resolve never again to perpetrate upon a confiding public any- 
thing like this "advertisement." 

UNION SAVINGS — The writer of this headline has summoned "apt 
alliteration's artful aid," but "wallowing" in wealth does not strike us as a 
suitable metaphor to use in a savings advertisement. A pig wallows. The 
term cannot be applied to a human being in any desirable sense. How 
much more sensible and to the point is that illustration used in the 
Northern Trust Company Bank advertisement above, or how much better 
it would be to represent a happy old age free from want, a man owning 
his own home, a boy going to college, or a score of other ideas with some 
sweetness and light in them i 

UNITED NATIONAL — A couple of specimens from a series of 
"bullseye" advertisements prepared for this bank by the Publicity Depart- 
ment of the Bankers Publishing Company. 

FEDERAL TRUST — Rather conventional copy and nothing new 
about the design. The trade-mark emblem of this institution is good, but 
wherein lies the appropriateness of usinjr Egyptian architecture in the 
design for a modern trust company advertisement? 



While this book is copyrighted, it is not the intention of the 
publishers to prevent any financial or investment institution from 
using in its own advertising any of the points it \ contains. In 
fact, the purpose of the book is to furnish such advertisers with 
ideas and phrases for use in preparing their own advertising mat- 
ter. The copyright is meant solely to protect the contents of this 
book from being sold again by unauthorized persons. 

T. D. MacGREGOR. 
New York, March, 1912. 



Contents 



PAGE 

Introduction 3 

CHAPTER I 
Savings Bank Advertising 11 

CHAPTER II 
Commercial Bank Advertising 57 

CHAPTER III 
Trust Company Advertising 99 

CHAPTER IV 
Safe Deposit Advertising 121 

CHAPTER V 

Investment Advertising , 129 



CHAPTER I 

Savings Bank Advertising 

Build up a fund for the future, to be prepared for its oppor- 
tunities and emergencies — possibly for its actual necessities. 

Resolve to set aside part of your income every week and de- 
posit it in a savings account, where it will be safe and earning in- 
terest for you. 

After a year of practising common-sense thrift you won't know 
the difference as far as the comfort and pleasure you have had is 
concerned, but you will see the difference from your old way of 
living in the matter of your substantial resources. 

Systematic saving is the life plan of countless thousands of per- 
sons who have worked out their own economic salvation. 

This bank takes care of your savings, pays you good interest on 
the money, and when you get ready to invest your surplus, we stand 
ready to give you unprejudiced advice as to how to put it out to 
the best advantage. 

The difference between the successful man and the failure in 
financial matters is usually the fact that one is systematically 
thrifty of his energy, his time and his money, while the other is 
not. 

These are sure rules for success — work hard and honestly, save 
part of your income regularly, and deposit your savings in a 
strong bank, where they will work for you constantly and profit- 
ably. 

Without contentment and an easy mind, no man is really happy 
or successful in his work. Save some of your money as a prudent 
man ought to, and it will make the future bright before you, in- 
stead of gloomy. 

Henry Dexter, a successful New York merchant, said: "Make 
it the rule and practice of your life to set aside and save a part 
of every dollar you earn or receive." It will pay any person, 

n 



12 2000 POINTS FOR FINANCIAL ADVERTISING 

whether wage-earner, salaried person or business man, to follow 
this advice. Does not your own common sense approve of the plan? 

Some of the foremost men in every walk of life have gone on 
record as to the great benefits of systematic thrift — Washington, 
Lincoln, Gladstone, Bismarck, Roosevelt, Carnegie, Wanamaker, 
Rockefeller, Hill, and scores of others of equal prominence and 
successful attainments, have preached and practised industry and 
thrift. 

Right in this community, inquire, look around you, and you will 
find that the practice of thrift, directly or indirectly, has been the 
prime cause of the success of a great many of those who have 
reached the goal of affluence. 

Real estate options, sales, mortgages, rentals — these all mean 
profit to someone, but never to the man who has no money saved. 

The cost of high living is as important a question for the Amer- 
ican people to consider as the high cost of living. It behooves us 
to stop and consider in these times the wisdom of old-fashioned 
thrift. 

This bank stands in this community as a perpetual reminder of 
the importance of stemming the tide of present-day extravagance 
by having an anchor to windward in the shape of a savings bank 
account. 

"Concentration is the secret of strength," said Emerson. A 
man of only average ability, with concentration, can accomplish 
more than a man of unusual talents who lacks that power. When 
a man is extravagant he permits his mind to be distracted from 
the really important things in life. 

If you have a good-sized surplus in a savings account the inter- 
est it earns will materially help you to meet your expenses. If 
your account is small there is all the more reason for you to make 
it grow. 

Business houses want their employes to save money, and are anx- 
ious to promote those who can manage their own incomes wisely. 

One of the very greatest aids to thrift is an interest-earning 
savings bank account, because it makes you systematic and pro- 
vides you with an incentive to save. 



SAVINGS BANK ADVERTISING IS 

One of the best ways to get out and keep out of a rut is to have 
some fixed object to work for. Save money for some definite; 
worthy object and yoa will find it is comparatively easy, while with- 
out such an aim it is hard. Try the savings bank account method 
of getting ahead in the world. 

The anticipation of a future competence takes away the sting 
of present toil and self-sacrifice. If you have a vision of what 
you want to have or be, work and save now and you can accom- 
plish it. 

Are you looking far enough ahead to be willing to do without, 
some things now for the sake of having them with interest later on ? 

Sometimes it requires unusual courage to say: "I can't afford 
it," but having that courage brings its own reward. There are 
countless men and women throughout the country who are thankful 
they early learned that lesson. 

Having a savings bank account is one of the best possible in- 
centives to saving. If you have one started, keep it up. If you 
have not opened one, come into this bank at your earliest con- 
venience and find out about it. 

Put something into the bank every week, even if the amount is 
small. You will find that such regular savings accumulate rapidly 
and the money thus saved will come in very handy some time when 
you need it worse than you do now. 

It is the strong and confident man that gets ahead, and nothing 
gives one greater confidence than to have money in the bank. 

With money saved and in the bank you will not be afraid or 
unable to take advantage of opportunities when they come to you, 
nor will the future look dark before you, because the fear of de- 
pendence will have been removed. 

It takes at least two to make household economy a practical 
thing. The question of money need not cause domestic trouble if 
family finance is put on a fair basis of co-operation on the part of 
all concerned. 

Every surplus dollar not actually hidden away is earning money 
for somebody. Ask yourself seriously now, "Have I any surplus 
money working for me?" 



14 2000 POINTS FOR FINANCIAL ADVERTISING 

Money saved from your earnings is insurance against failure 
because the cash is a very handy thing for an emergency or op- 
portunity. Then there's the stiffening of the moral backbone and 
the development of the judgment which are sure to come with the 
practice of thrift. 

Those who have habits of industry and wise economy are the 
only really happy persons. Industry and thrift are surely re- 
warded. The bank adds a stimulus to saving by the addition of 
interest year after year. 

The value of saving with an object in view is proved by the 
success of the many thrifty persons — especially those on wages or 
salary — who acquire ownership of their own homes on the monthly 
payment plan. You can save if you have to save. 

The success of your children to a large extent will depend upon 
the start you give them when they are young. It is not the amount 
of money you leave them so much as it is the kind of habits they 
learn from you. Are you teaching them to save money? 

The thrift habit has been at the root of most business successes. 
Are you going to give your children a start and encouragement 
along this line? 

The dollar a child saves out of his own pocket money, if placed 
in the savings bank, where he can see it grow, means more than 
just a little money saved up. It will mean the firm establishment, 
early in life, of the habit of thrift, which will mean a great deal 
all through his career. 

Savings banks deal largely with women, not only because the 
men are busy during the regular banking hours, but because, as a 
rule, the women are the "saving element" in the family. 

Put a limit on your spending and hand the rest over to your 
wife. Let her run the house and start a savings account in this 
reliable institution, which has helped so many thrifty persons in 
this community. 

Money is a hard worker if you give it a chance. Save as much 
of it as you can, without being miserly or doing without things 
that you or your family ought to have. Then put it into this strong 
bank, where it will be safe and busy earning interest for you. 



SAVINGS BANK ADVERTISING 15 

The tendency sometimes is to give up attempts to save money 
when it seems hard to accomplish the result. Save five per cent, 
of your income if you cannot do any better, but save something, 
and let this bank help you with — per cent, compound interest. 

With your surplus money in a savings bank you can always get 
it when you want it, and you are sure that it is safe and profit- 
ably employed. 

Some "investments" offer little chance of the investor getting 
his money back. Even with legitimate investments it is often hard 
to get your money back quickly. While you may not often feel 
like drawing upon your savings in the bank, it is quite a com- 
fortable feeling to know that you can get at your money quickly 
in case of need. 

A good way to save money is to imagine that your income is 
smaller than it is and put away the difference. You probably will 
find that you can live well on less money than you are spending 
now. 

Put the difference between your income and outgo into this bank. 
Then you will be getting ahead financially instead of standing 
still or running behind. 

Even as the most successful business enterprises are the best 
organized and managed, so the individual who uses forethought ant? 
system in the handling of his personal financial affairs is the most 
likely to make satisfactory progress. 

The thrifty man will surely get ahead. One of the greatest 
helps to systematic thrift is a savings bank account because it 
gives you a safe place to keep your savings and enables your 
money to earn liberal interest for you. 

The salaried man or wage-earner can only figure his year's profit 
on the basis of the amount of money he has saved during the 
twelve months. Can you figure a profit or must you figure a loss 
on your year's work? 

Dividends are paid by net earnings, not by gross revenues. 
Money made is net profit, not income. If you are not a dividend- 
payer now, put yourself on a dividend-paying basis by starting a 
savings bank account as soon as you can, setting aside every week 
a definite proportion of your income to form a reserve fund. 



16 2000 POINTS FOR FINANCIAL ADVERTISING 

If you always spend less than you earn you will always be 
"ahead of the game." 

There is no other investment where one can get at his money 
so quickly as in a savings account. Only under the most extraordi- 
nary circumstances is there ever any difficulty whatever in a sav- 
ings depositor's getting his money or any part of it when he wants 
to draw it out of the bank. 

You will find that when you have money in»the bank you won't 
want to draw it out on any slight pretext. It will be a real ne- 
cessity that will lead you to spend money when you have it in the 
bank. For that reason it will make you permanently better off 
to become a savings depositor. 

If you know just what you are spending each day you will 
quickly learn where you can reduce your expenses enough to have 
money in the bank. A record of family expenses will show you 
where this saving can be made. 

We have seen systematic plans for saving money work out so sat- 
isfactorily in hundreds of cases in our own experience and observa- 
tion that we know it would pay you to adopt some such plan. Let 
us help you. 

Put money into the bank now while you can. You will not al- 
ways be earning as much as you are today. And do not overlook 
the earning power of money deposited at — per cent, compound 
interest. 

Building a bank account is very much like growing corn. You 
plant your seed, give it regular attention, and in a short time it 
has repaid you many fold. 

Don't overlook this great help towards independence — an in- 
terest-bearing savings account. 

If you feel that you have not as much money as you ought to 
have to show for all the hard work you have done, will you not 
consider the savings bank plan of building up a reserve fund from 
your earnings? 

Saving money systematically has a two-fold reward — it devel- 
ops character and builds up capital which can be turned to good 
use. 



SAVINGS BANK ADVERTISING 17 

There would be a lot more rich people in the world if wishes 
to have money were all that is necessary to get it. But you have 
to transform your wishing energy into working energy before you 
can make much of a start on the road to comfort and financial in- 
dependence* 

Don't put off starting to save, because the longer you procras- 
tinate the harder it will be to begin. Let nothing prevent you from 
saving a portion of your income every week or every month. 

A savings bank account is the wisest plan to use in your efforts 
to get something ahead. 

No one wants to be a failure in life, but proscrastination takes 
hold of many men and paralyzes their wills and weakens their 
efforts so that they are doomed to failure. Don't put off saving. 

As a depositary for your money, this old and reliable bank stands 
ready to help you with counsel, security and — per cent, com- 
pound interest. 

If you are only saving a dollar a week when you could save 
two, you are doing only half your duty. 

It is not a sensible thing to buy today's pleasure with tomor- 
row's pain. A savings bank account started now and maintained 
regularly will prove a real friend in time of need. 

The habit of saving is not hard to acquire, as thousands of 
successful men and women will testify, but there has to be a de- 
sire to get the habit. 

Stick to your savings account until you have accumulated some- 
thing worth while to invest. Then consult your banker about its 
investment. 

If you consider earnestly all the things you could accomplish 
if you had more money at your disposal, and then stop to think 
that a great many of these things are surely within your reach if 
you practise thrift and keep your eyes open for opportunities, you 
will have all the incentive necessary to save money. 

Save your dollars when you don't need them so you will have 
them when you do. That is the whole philosophy of thrift. It is 
as simple as it is sound and sensible. 
2 



18 2000 POINTS FOR FINANCIAL ADVERTISING 

It is so easy to follow the line of least resistance that most men 
have not the strength of character to do anything else. Saving 
money is not the line of least resistance. Can you stem the tide 
of extravagance and actually save some money now? 

The editor of a well-known magazine in response to an inquiry 
said: "There is no better investment in the country for a small 
sum than a savings bank account, and you will make no mistake 
in keeping your money there until you accumulate a larger 
amount." 

It has been said that no man ever got rich on a salary alone. 
But the habit of thrift can be acquired on the smallest salary, 
and that is much the same thing as wealth. The first thing neces- 
sary is a realization of the necessity of thrift. 

If you are at least thirty years of age, sit down at home this 
evening and figure out how much you would be worth today if 
you had saved 15 per cent, or 25 per cent, of your income, from 
the beginning. 

A purpose and a plan are necessary to successful saving. If 
you can think of some purpose for which vou would like to save, 
this bank will suggest a plan for you to use in doing it. 

There is a sure and simple way to provide for a comfortable old 
age. It consists of making the most of the active years of your life, 
not only in earning money, but also in saving it. 

Every time you make a deposit in the savings bank consider 
that it is providing just so much more for your necessities and 
comforts later on when your earning capacity diminishes and 
comes to an end, as it surely will, sooner or later. 

Do not count on your children or other relatives taking care of 
you when you become old. Good hard cash in the bank will prove 
your best friend in time of need, so far as material things go. 

A savings bank account is a first aid to savers. It gives you a 
feeling of security, both as to the safety of your money now and 
as to your comfort in the future. 

If you want to live and work now with an easy mind and face 
the future with confidence, start a savings account at once and 
keep adding to it regularly. 



SAVINGS BANK ADVERTISING 19 

Every dollar } t ou deposit in this bank increases your resources 
more than an equal amount, because — per cent, interest com- 
pounded twice a year will steadily augment the results of your own 
efforts. 

A savings account will make you save. Open one now and pre- 
pare for your comfort in that future time when failing strength 
and lessening income will make money saved and working for you 
a great blessing indeed. 

Your dollar in the bank is worth several dollars in your pocket. 
Money in the bank works for you and you run no risk of losing it 
as you do when you carry it with you. 

If any young man starting out in life will make up his mind 
to save one-tenth of his income, and stick to this determination 
through thick and thin, he will have enough to retire on in his old 
age just from accumulated savings and interest, while judicious in- 
vestments from time to time would put him in really comfortable 
circumstances. 

Whatever your earnings are, conduct yourself as if they were 
one-tenth less and put the difference into a savings account. You 
will never miss what you put away, but later on it will be a com- 
fort and a stay to you. 

Self-sacrifice does not have a pleasant sound in most ears, but 
a certain amount of it is absolutely necessary if you would suc- 
ceed, by your own efforts, in building up a competence. 

Children's savings accounts can be opened at this bank in either 
of two ways — in the name of the child, or in the parent's name in 
trust. By the latter method the parent controls the withdrawals. 
In either case the child can make deposits and learn early the forms 
of banking and the value of economy. 

Waste prevention is just as important for your personal finances 
as it is for the business with which you are connected. 

When the hour of dire need draws nigh, it is only the man 
with money in the bank who faces it with composure. A savings 
bank account cannot be surpassed as an incentive and aid to savings. 

Cut out your extravagance and save some money today for the 
time when you will need it a good deal worse than you do now. 



20 2000 POINTS FOR FINANCIAL ADVERTISING 

Get out of the interest-paying class and into the interest-re- 
ceiving class by adopting a saving plan and sticking steadfastly 
to it. 

In providing for the present necessities and comfort of your 
children, don't forget the needs of the future. You are a wise 
parent if, even with some inconvenience, you save money for the 
education of your children. You owe it to them. 

This reliable bank has suggestions that will help you save; we 
protect your money and pay you a liberal interest on it when 
you put it into the bank; and when you get ready to invest it we 
can give you sound advice on putting your money out safely and 
profitably. 

For the sake of cutting a good figure in society many persons 
cut no figure at the bank. They sacrifice future comfort and inde- 
pendence for the sake of a little present satisfaction. 

It is the man who looks ahead who gets ahead. Maintaining a 
savings account almost automatically provides its own reward in 
the form of mental satisfaction, moral uplift and material wealth. 

There are two classes in every community — the savers and the 
non-savers. The savers are sacrificing now perhaps. The non- 
savers are going on in their happy-go-lucky way, spending every 
cent they earn. It does not take much of a prophet to tell which 
class of persons will be in the more comfortable circumstances ten 
or twenty years from now. 

The more you save the better dividend-payer you are, and as re- 
sults are the best test of efficiency, it ought not to be difficult for 
every man to prove how effective his efforts are. 

If you want real pleasure live for more than the present, and 
if you do that, one of the most important parts of your life plan 
will be to save from your present income to provide a fund for 
your needs at that future time when you will cease remunerative 
work — either from choice or necessity. 

Make every day and every week count in your efforts to build 
up a reserve fund for emergency and opportunity, and do not over- 
look the fact that — compound interest will work for you every 
day you have money in this bank. 



SAVINGS BANK ADVERTISING 21 

One reason why there is so much want, failure, distress, and 
often ruin and disgrace, is because so many people never deny 
themselves, but live beyond their means to keep up appearances. 

If you want to succeed, young man, cut out extravagance, and 
build up a savings account until you have enough to invest. Then 
consult your banker. 

The qualities of honesty, energy, frugality, are more necessary 
than ever today and there is no success without them. Each of 
these qualities is promoted by a savings bank account. 

There is nothing that makes a man realize his responsibility 
and opportunity in the community as much as becoming interested 
in systematic thrift. 

This bank has helped many persons on the road to financial suc- 
cess and independence, and stands ready to help you. 

A man with a little money can do much by investing it wisely, 
and opportunities are constantly presenting themselves to the man 
who has some cash resources that he can lay his hands on quickly. 

Unknown to other members of the family, a thrifty woman will 
save a dollar here and a dollar there, where a man could not. 
Many a period of misfortune has been tided over by the fore- 
thought of wife and mother. This institution takes particular 
pleasure in caring for such savings accounts. 

The savings bank does not compete with the commercial bank. 
It has a field of its own, but savings accounts are by no means of 
advantage only to wage-earn ers and persons of moderate income. 

A savings account affords these special advantages — absolute se- 
curity, liberal interest and training in thrift. 

It is the unexpected that usually happens — especially in money 
matters. But there is one sure way to be prepared for unexpected 
misfortune, that is build up a bank account. 

Start a bank account at once. Put part of your earnings into 
it every week, even if the weekly amount seems small. It will 
mount up faster than you realize. 

Are you prepared for emergencies? Money in the bank will 
be a great help. 



22 2000 POINTS FOR FINANCIAL ADVERTISING 

At the close of this year are you going to be any better off than 
you were at the end of Jast year? If you have not got ahead 
so far there is yet some time to redeem yourself. 

Lay something aside now for the emergencies as well as the op- 
portunities of the future. Why not open that savings account now 
and let us add compound interest to your savings twice a year 
while we keep your money safe for you. 

There are plenty of good business opportunities nowadays in 
this country for the person who is equipped in every way to seize 
them and make the most of them. 

The husband and wife should make their plans together; she 
is as willing to sacrifice as he is to labor — and her willingness to 
save is as important a factor in their success as is his ability to 
earn. 

You need to concentrate your efforts to save money. Having an 
object in view — getting an education, establishing a home, pro- 
viding for old age — will give you enthusiasm. 

The man with money saved and in the bank is in much better 
shape to grapple with hard luck than the man who has spent all 
his substance in days when he thought he would always have good 
luck. 

With the vast majority of young men and young women, the 
life plan includes the gradual accumulation of a fortune. The first 
rule that they need to learn is to live within their means. 

It is a good rule to spend less than you earn and put the dif- 
ference into the bank. Even though small, this would in time grow 
into a considerable amount. 

Open a savings account today and we know that the chances are 
greatly in favor of your maintaining it regularly and gradually 
accumulating a reserve fund quite worth while. 

It isn't a good idea to carry a lot of small bills and loose change 
around with you because the money gets away from )^ou too easily. 

Men who make money fast often lose it fast. They run risks 
and take chances. They are under nervous strain continually and 
never know just how they are coming out. 



SAVINGS BANK ADVERTISING 23 

Come into the bank any time and we will be pleased to tell you 
some excellent ways to save money — methods of economy that have 
proved successful in the actual experience of thrifty men and 
women. 

It is a wise thing to have a code of saving, but like a code of 
morals, it isn't any good unless lived up to. 

Money saved will be one of your best friends — a protection in 
adversity and a preparation for opportunity. 

A good many persons say that they believe in the wisdom of 
saving money, in general, but as far as they are concerned, they 
will have to wait awhile before starting to save. 

It is remarkable with what unanimity such men as Rockefeller, 
Carnegie, Hill, Wanamaker and Field say that they got their 
start by saving money. And every one of them has advised young 
men to go and do likewise. 

Even for a moderate degree of success in getting on in the world, 
systematic saving of a portion of the income is absolutely necessary. 

By regular saving you will surely acquire a competence. Then 
if anything should happen you would have something to lean upon. 

Practically all of the country's most successful men of the 
self-made type attribute the beginning of their success to habits 
of industry and saving. 

In the long run, the gain is greater if you do not try to "get rich 
quick," but systematically save a portion of your income and reg- 
ularly deposit it in a reliable institution like this, where it will 
be safely at work for you. 

How often we hear the expression, "Such and such a man is get- 
ting on in the world." The chances are ten to one that good old- 
fashioned thrift is one of the fundamental causes for his success. 

Every American wage-earner should save regularly so that in 
times of reduced earning or enforced idleness he and those depend 
ent upon him may not suffer. 

Adopting a definite system surely helps you save, because in a 
way it forces you to economize. You will feel that you must save 
and you will save. 



24 2000 POINTS FOR FINANCIAL ADVERTISING 

Thump on the savings bank book in your inside pocket once in a 
while and you can always look the world squarely in the eye. 

Your money will earn good interest here and will be kept per- 
fectly safe for your permanent investment or other use later on. 

It is surprising how quickly you can create capital when you go 
about it in the proper way and with determination. 

Your running expenses ought to be less than your earnings by 
a considerable margin and you ought to save the balance. 

The man who plods on and on, just able to make ends meet, and 
laying nothing aside, has his nose to the grindstone. There are 
thousands in this sad plight. How about you? 

Are you ready for the financial opportunities that will come to 
you? Good credit or ready cash — money saved — is needed to seize 
them. 

Funding the capital of your working years insures your future. 
But choose the right place to put your capital, or the hard-earned 
savings of a lifetime may be swept away in a day. 

Money saved and put away safely will protect you from mis- 
fortune and prepare you to take advantage of opportunities that 
will surely come to you. 

If there is anything that will tend to make man peaceful and 
benevolent it is to have his mind at rest in regard to financial 
matters. 

The savings bank account has been the foundation of many a 
fortune. 

Creating a reserve is not difficult once you start to save money 
systematically. But if you ever expect to be independent finan- 
cially through your own efforts you must make the start. 

A leak is usually noticed at once. A drip may go on unobserved 
for a long time and in the end cause a great loss. 

It is easy to avoid great unnecessary expenditures, but it is the 
aggregate of the many small amounts you spend foolishly that 
keeps you from success. 

The thrifty man squanders neither his substance nor his vitality. 



SAVINGS BANK ADVERTISING 25 

Start your boy or girl on the right road with a savings bank 
account and you will be inculcating a lesson of thrift which will 
mean a great deal to him or her later on, not only in dollars and 
cents, but also in character and happiness. 

Are you so planning your aifairs that the chances are favorable 
for your being better off a year hence than you are now? 

Nothing can take the place of that sense of satisfaction which 
a man enjoys when he knows he has a good balance in the bank. 

No matter how thoughtless and extravagant you may have been 
before, when you have a family to care for you're really not much 
of a man if you do not start to save for future needs. 

Set aside part of your weekly or monthly income regularly. 
Barring hard luck, which may come to anyone, you will surely get 
ahead if you adopt this plan. 

Looking ahead is one of the requisites for getting ahead. Plan 
for the future by making the most of the present. 

Waste is criminal. Economy is a virtue. You know these 
things, but that won't help you any unless you make a personal 
application of 3 7 our knowledge and actually put into practice some 
plan of saving now. 

Save now and you will not want later on when your daily needs 
are greater than your daily earning capacity. 

A savings account in this bank is worth 100 cents on the dollar 
all the time, plus — per cent, interest, compounded semi-annually. 

Limit your spending and save the balance. That is a better way 
to get a start financially than to limit your saving and spend the 
balance. 

Remember it is not your saving alone that will make you in- 
dependent. Your money must be in a safe place and must work 
for you. 

It is doing the hard things that develops character and self- 
sacrifice brings its own reward. 

It is foolish to purchase today's enjoyment with tomorrow's 
sorrow. 



26 2000 POINTS FOR FINANCIAL ADVERTISING 

These closing days of the old year cause the thoughtful man 
to consider what progress he is making in various lines, especially 
in the matter of resources. 

Can you figure a profit or a loss on your year's work? Think 
about this matter earnestly now and decide to let this strong bank 
help you be thrifty next year. 

Besides the actual amount of money you store up, thrift teaches 
you lessons of self-restraint, industry and business-like methods of 
inestimable value to you as long as you live. 

A regular plan of saving, adopted and religiously carried out, 
has been proved by the experience of many thrifty persons to be 
the only way to save successfully. 

The word "economy" often calls to mind hard work and self- 
sacrifice. But it is really a worthy thing, because money saved is 
the fruit of industry and determination of character. 

Nowadays young people cannot be too well prepared for the bat- 
tle of life. You are a wise parent, therefore, if, even with some 
inconvenience, you save money, for the future education of your 
children. 

When, as a Christmas gift for your son or daughter, you start a 
savings account for him or her you are doing a very wise thing, 
because you are making it easy for the young person to acquire 
the saving habit. 

A prominent financier is authority for the statement that we are 
living in an age of world-wide financial delirium and that lavish 
expenditure has now grown to be a national trait. 

A dollar saved is worth two squandered, because you are a dol- 
lar ahead when you prevent one from being squandered and an- 
other ahead when you do not spend that dollar at all. 

Usually the safest way is to turn the weekly or monthly in- 
come over to the woman of the family and let her work out a sat- 
isfactory method of spending and saving. 

The dollar you save is worth more than a hundred cents because 
it has an earning capacity which will work for your benefit as long 
as you keep it in the bank. 



SAVINGS BANK ADVERTISING 27 

"Save, young man/' said Benjamin Franklin, "and become re- 
spectable and respected. It is the surest way." 

If you must live on a moderate income it is better to work hard 
to save part of it than to strive to live in a style that is beyond 
your means. 

Every earnest man should early make it part of his life plan to 
acquire a competence to protect himself and his loved ones from 
dependence and want. 

If you want to avoid vain regrets in later years, discomfort all 
your life, and a penniless and cheerless old age, save some of the 
money you are earning now. 

While you may not very often feel like drawing upon your sav- 
ings, it is quite a comfortable feeling to know that you can get 
at your money quickly in case of need. 

The hustle- goes and turns things up himself, realizing that the 
surest way to succeed is to be prepared for opportunities when they 
come. 

The very best aid to saving is having an interest-bearing bank 
account in a good, reliable institution like this. It provides an 
incentive for you, and security and profitable employment for your 
surplus earnings. 

The little savings bank in the home means more for the future 
of the children of a family, almost, than all the advice in the 
world. It gives them the right start. 

Are you preparing yourself for opportunities and "the rainy 
day" by saving part of your income regularly? 

You can enlist the services of this wonderful worker, interest, 
in your own behalf. Deposit all the money you can spare and see 
what — per cent, compound interest will do for you. 

If any resident of this community does not save money, the 
chances are ten to one that it is because he does not want to and not 
because he can't. 

Create your capital by saving a portion of your income reg- 
ularly. Then you will experience the earning power of money 
and begin to reap the full benefits of industry and thrift. 



28 2000 POINTS FOR FINANCIAL ADVERTISING 

Merely saving, while a good thing in itself, is not all there is 
to thrift, which seeks not merely to save, but to earn. 

In every community there are always some men like "Mr. 
Micawber," in Dickens' "David Copperfield," who was always wait- 
ing for something to turn up 

While it is true that every man must hoe his own row, the wise 
man will seek the co-operation of others whenever possible. Most 
successful men maintain business relations with a good bank which 
helps them to create and preserve capital. 

Saving money is only half your duty. The other half is to set 
your money at work safely and profitably. 

There are safe investments that pay more than — per cent., 
but, as a rule, they require a considerable amount of money, and, 
in any event, it is wise to be careful about going into them. 

It will be a real necessity that will lead you to spend money 
when you have it in the bank. For that reason it will make you 
permanently better off to become a savings depositor. 

In a savings bank account your money is always at your com- 
mand when you feel that you must have it, but you will find that 
you won't want to draw it out on any slight pretext. 

While you are waiting for your opportunity, leave your sur- 
plus cash in this strong bank. Your money will be safe and every 
dollar will be earning — compound interest. 

It is only under the most extraordinary circumstances that there 
is any difficulty whatever in a savings depositor getting his money 
or any part of it when he wants to draw it out of the bank. 

Saving money and depositing it in the bank is just as reasonable 
for you as it is for the farmer to harvest and store his crops. 

There are persons whose earning capacity is no greater than 
their daily needs, especially in the slums of the great cities, but we 
are certain there are very few in this prosperous community who 
can truthfully say that they can't save anything. 

It is unnecessary to go into scientific discussion of this question. 
Common sense and observation must prove to you the wisdom of 
an interest-bearing savings bank account. 



SAVINGS BANK ADVERTISING 29 

For the great majority of people the best form of investment 
of savings is an interest-bearing account in a reliable bank. 

With money in bank you are like the farmer who has garnered 
his grain. You take part of your income not used for daily needs 
and put it away for use when you will need it more than you do 
now. 

It really takes two to save money in the household, for a man's 
notion of economy and a woman's prove mutual correctives. 

The best way to learn true thrift is to save a portion of your 
income regularly and deposit it in a strong bank where interest 
will give you a practical demonstration of the earning power of 
money. 

Extravagance causes financial ills in the nation it is true, but 
its effect on individuals is the most important because no nation is 
more prosperous than its people. 

Your future success depends upon to-day's industry and thrift. 
It is a worthy desire that prompts every earnest man to accumulate 
enough money to help over the hard places and provide for the 
future. 

If misfortune does come to you at any time, you will be better 
prepared to cope with it if you have money saved and working for 
you in the bank. 

Temperance and thrift are virtues which act and re-act upon 
each other, strengthening both, and are seldom found apart. 

We are all creatures of habit. It is easier to form a new habit 
than it is to break an old one. By the time we are thirty it is next 
to impossible to do either. 

At the end of the year the business man casts up his accounts 
to see how he is coming out on his year's business. The wage- 
earner can only figure his profit on the basis of the amount of 
money he has saved during the year. 

One of the greatest benefits of systematic economy is the mental 
effect — peace of mind and correct habits of life. 

This bank has helped many ambitious persons on the road to 
independence and success. We want to help you. 



80 2000 POINTS FOR FINANCIAL ADVERTISING 

It will pay you to get the habit of saving, as that is one of the 
most important elements of success. We have helped hundreds of 
men and women to form this habit and they are thanking us for it. 

Even if you do have to sacrifice a little now, think of the com- 
fort and satisfaction of being free from anxiety and care later on 
when you are unable to work and earn. 

When you store up a portion of the rewards of your toil you 
create capital and build up a fund which will support you and 
those dependent upon you, or provide you with means to increase 
your earnings still further. 

The elements of success include a thrifty and cheerful disposi- 
tion. If you have set your face toward the goal of success, culti- 
vate this disposition. It will surely pay you. 

You can be ready for sudden demands if you are thrifty. Cir- 
cumstances will arise when you will need money and need it quickly 
or suffer great inconvenience for the lack of it. 

Most women know how to save money better than men. In some 
families it is the other way around, but as a very general rule the 
women are the savers. 

You won't be ruled by circumstances if you prepare yourself for 
emergencies and opportunities by building up a cash reserve by a 
savings bank account in a trustworthy institution like this. 

The value of your thrift is not to be measured only by the actual 
amount of money you save. It is worth a great deal to be able 
to do more and better work and to be happy while you work. 

Caesar said: "I came, I saw, I conquered." The modern 
conqueror says: "I work, I save, I succeed." Have YOU adopted 
this motto? 

One of the most sensible New Year's resolutions that any person 
can make is to save money systematically and to deposit it regularly 
in this strong savings bank. 

When you save money you are simply "funding your earnings," 
creating capital, which is: "That portion of the produce of in- 
dustry which may be directly employed to support life or assist in 
production." 



SAVINGS BANK ADVERTISING U 

Who deposits your money in the bank? SOMEBODY does. Are 
YOU saving some of your income and systematically putting it 
away where it will work for YOUR benefit, or is it all slipping 
through your fingers into the pocket and bank account of SOME- 
BODY ELSE? 

Grubbing, cheese-paring, squeezing and saving every possible 
cent, at the expense of self-respect, comfort and health — Not for 
an instant do we want you to think that we advocate anything like 
that. 

When you make up your mind to save make the bank part of 
your plan. This strong institution has helped a great many per- 
sons to financial independence. 

Health, self-respect, freedom from worry about the present and 
anxiety for the future. Do these things mean anything to you? 
Saving money systematically will help you to each of them. 

Thrift is a very simple thing, but it means a great deal. It is 
better to save sensibly now than to want or be dependent later on. 

You and your boy or girl co-operating ought to make a savings 
account big enough in a few years to pay for a thorough education, 
or to provide cash to go into business or buy a home. 

We do not encourage any one to be stingy. But many persons 
have never stopped to consider that between saving money sensibly 
and being stingy there is a vast difference. 

The average woman can save if she will only start some system. 
If you put aside the modest sum of five cents a day it is making 
a start. 

Money saved and safely and profitably employed is the best 
kind of insurance against adversity, as countless thousands of peo- 
ple have found out by actual experience. 

Learning to save may be worth as much to you as your ability 
to do things. Make the experiment for awhile. It may open your 
eyes and result greatly to your permanent benefit. 

Thrift at once earns and saves, with a view to wholesome and 
profitable expenditure at a fitting time. But although saving alone 
is not thrift it is an indispensable part of it. 



32 2000 POINTS FOR FINANCIAL ADVERTISING 

Every man, and particularly the young man, should get the suc- 
cess habit. The right way to acquire it is to cling steadfastly to 
every purpose made and every task attempted until you are suc- 
cessful. 

It may be you have reached the age of forty and have not 
a cent laid by for old age. If so, it is not a pleasant prospect, but 
system and persistence in saving will do a lot for you yet — IF YOU 
BEGIN AT ONCE. 

You have sincere cause for thanksgiving at this time if you have 
money in the bank. You can enjoy a happy Thanksgiving because 
you have a reserve fund for emergencies — something to preserve 
your peace of mind. 

The foundation of thrift is a pretty good one to build upon. 
This has been proved over and over again in the experience of 
successful men and women in every country and in every time. 

A particularly strong point about a savings account as an in- 
vestment is the fact that there is no worry or bother in connection 
with it, while at the same time the safe and sure interest return is 
a profitable one. 

For ninety-nine out of a hundred persons, saving money regu- 
larly is the only way to reach comfortable circumstances, and a 
savings bank account is the greatest aid to systematic saving. 

Apply to the masses of men any of the tests that indicate suc- 
cess or failure in life, and none more clearly than thrift will sep- 
arate the respected and useful from the unsatisfactory members of 
society. That is Andrew Carnegie's opinion. 

Saving money now, while you are making more than you need 
day by day, is like storing up power for future use. It will give 
you resources to use when your daily needs exceed your earning 
capacity. 

A savings bank account is the best debt preventive, because it 
provides you with a surplus and compound interest gives you a 
special incentive to save money. 

The practice of rigid economy will make you a better business 
man, a better man to your family and friends, and a better citizen 
generally. 



SAVINGS BANK ADVERTISING 33 

We accept savings accounts of minors subject to withdrawal 
under parental authority. One dollar is enough to begin an account. 

If you have not started on the thrift road to financial success, 
take the first step now by opening a savings account in this strong 
btnk. 

You can build up a financial "storage battery" with this bank 
by keeping an account for regular saving. 

Don't you think you will do better work when you know that no 
one can come to you with a claim on next week's income ? 

Work hard; save part of your income regularly; deposit your 
savings where they will work for you safely and profitably. 

The simple life has its compensations, not the least of which 
are good health and contentment, and the rewards of industry and 
thrift are just as sure as ever. 

With a lot of money in your pocket you fall an easy victim to 
your own extravagance and the requests of your borrowing friends. 
Put it into the bank. 

Of course, illness or other hard luck may come to you, and then 
your outgo will exceed your income, but if you have been wise and 
saved money you need not suffer for want of necessities and 
comforts. 

Teach your children the value of money by encouraging them 
to save systematically and to deposit regularly in a strong, interest- 
paying bank like this. 

There comes a consciousness of power from the fact that you 
have money saved up and from the fact that you have exercised 
some very admirable qualities of mind and heart in acquiring that 
surplus. 

Start a savings account with this strong bank now and put your 
surplus money where it will be safe from yourself and from others 
who may have designs upon it. 

The only way to prepare for a time of opportunity is to lay by 
as much money as you can now. Put it into a strong, safe bank 
like this and let it earn compound interest for you while you are 
waiting. 



34 2000 POINTS FOR FINANCIAL ADVERTISING 

The way to build up a reserve fund is not to wait until you can 
put a lot of money into the bank, but to save and deposit the small 
amounts as you go along. 

It will be of advantage to you in every way to become a regular 
saver and bank depositor. 

You feel more independent and you are more independent when 
you have money saved. Don't sell your independence for the sake 
of a little temporary luxury which you don't need at all. 

Are you earning more than you need? Almost anybody can be 
thrifty when he earns less than he needs. It is the unusual man 
who can be thrifty when he earns more than he needs. 

When you experience the pleasure of seeing the figures in your 
pass-book show a steadily increasing balance, aided by the semi- 
annual compound interest credits, it is easy to keep up the good 
work. 

According to James J. Hill, it is not the high cost of living 
that is bothering this country at present and causing outbursts 
in every community from coast to coast, but it is "the cost of high 
living." 

There are a lot of people who are seizing the present only to 
have a good time, neglecting to provide for the future, which may 
be a time of storm and stress for them. 

With money in the bank you can laugh at a great many troubles 
that would "floor" you if you had no financial resources to fall 
back on. 

Saving part of your present income to create a reserve fund is 
one of the wisest ways to prepare for the future. 

You can always keep out of debt if you spend less than you earn 
and put your surplus into a good strong bank. 

The boy who early becomes familiar with banks and the earning 
power of money will have a distinct advantage when he starts on 
his business career. 

After the start the rest is easy. You find that you acquire the 
saving habit, and then the thrift instinct grows. The extent to 
which small sums grow in the bank is astonishing. 



SAVINGS BANK ADVERTISING §5 

When you speculate you do not know you will win. You only 
hope to win. Stick to the savings bank. 

A former United States senator, now a millionaire, put $100 
into a savings bank fifty years ago and has never withdrawn it. He 
says: "Its influence as an anchorage in all crises of a long life 
has been incalculable." 

When you reach the conclusion that another field would prove 
more profitable to you, the great question will be, "Can I finance 
the change?" 

There are various paths that lead to fortune, but if you expect 
to acquire a competence through your own efforts, there is only one 
starting point — the regular saving of a portion of your income. 

The possession of money you have earned and saved yourself 
makes you independent mentally as well as in regard to material 
things. 

You can do what you want to do if you work hard enough. You 
can be what you want to be if you want it hard enough. 

A savings account helps you mentally and morally by making 
you systematic in your business methods and teaching you to say 
"No" to importunate present demands for money which you ought 
to save for future needs. 

A prominent educator says: "The time for a boy to begin to 
save is when he is in the High School, say from twelve or thirteen 
on for the next four years. 

A savings account provides you with surplus cash, to use for 
emergencies, unexpected necessities, or even such luxuries as you 
feel you ought to have. 

To become independent one must pay the price, which is Indus- 
try and Thrift. For the vast majority of us, the only road to com- 
petence lies through hard work and economy. 

It is only by being systematic in saving a part of the weekly or 
monthly income that the average person can ever hope to get very 
far ahead financially. 

If you have reached 30 and haven't saved $1,000 just blame 
yourself — much more if you haven't saved anything. 



36 2000 POINTS FOR FINANCIAL ADVERTISING 

We believe that with money in bank a man is a better citizen 
than he otherwise would be. For the average person the only way 
to get ahead in money matters is to save systematically a portion 
of the income and deposit it regularly in a good, safe bank where 
it will be earning day and night. 

The average man in this country should have at least $1,000 
saved up and in the bank by his thirtieth birthday. 

Perhaps you can be happy without money, but we are sure that 
your Christmastide will be merrier with money in the bank, espe- 
cially if you put it there yourself. 

With your money in a savings account at this bank, you can 
command your reserve the moment you need it. 

If you have been a regular savings bank depositor, you not only 
have surplus funds to fall back upon, but you have been developing 
invaluable habits of thrift. 

You cannot buy a home, even on the instalment plan, without 
making a considerable cash payment. That is the first thing to 
save money for. Having such an object in view will help you 
wonderfully. 

If you have not been saving part of your income regularly this 
year let us suggest that now is a good time to lay your plans to do 
better next year. 

Your steadily growing bank account provides a powerful incen- 
tive to save more money. 

A bank account benefits your standing in the community. 
There is a great satisfaction in being known as a man who has a 
surplus on hand to meet his bills and obligations. 

This bank pays special attention to the comfort and convenience 
of its women customers. 

It is a pretty safe thing to say that about everybody can use 
more money. For most persons, there are just two ways to have 
more money — earn more or save more. Why not do both? 

Keeping a bank account encourages habits of saving, not only on 
the part of the head of the house but among members of the family 
as well. 



SAVINGS BANK ADVERTISING 37 

The wisest course for the person of moderate resources is to keep 
entirely clear of speculation, no matter what form it takes. 

Become a regular depositor in a good strong institution like this. 
Create a reserve fund and show that you are one of the "fittest/' 
who survive. 

Few persons are so poor that they can not save something. 

The president of a large manufacturing company urges his 
employes to save twenty per cent, of their salaries regularly, be- 
cause the company is anxious to promote those who can manage 
their own incomes well. 

The actual accumulation of money is the outward and visible 
sign that a man is really thrifty, and, although thrift means more 
than just saving, to a large extent saving is the measure of a man's 
progress. 

You might as well have the feeling of security that comes from 
a prudent handling of your financial matters. Start a savings bank 
account. That is the first step. 

If you are having pretty fair luck in your business, if you get 
a larger salary, don't let it turn your head. As your income in- 
creases, let your savings increase in a larger ratio than your ex- 
penditures. 

No matter how large your income, nor how great a balance you 
may carry with the commercial department of a banking institution, 
3'ou should put part of your income into the savings bank. 

The psychological effect of saving is that you are enabled to give 
your whole attention and best efforts to your work. In short, when 
you save regularly you can do better work and more of it. 

The saying is that "Knowledge is power." It is particularly 
true that the knowledge that you can overcome obstacles comes 
through thrift and it gives you additional power. 

You can save money without being really thrifty, but you can't 
be thrifty without saving money. 

The housewives of the country are the "committee of appropria- 
tions" in every family, and like most such committees, they are pre- 
disposed to economy. 



38 2000 POINTS FOR FINANCIAL ADVERTISING 

Everybody — even those who believe they are rich — should have 
a savings bank account. We know of no other — per cent, invest- 
ment so convenient and satisfactory, nor is there any other where 
you can get at your money so quickly when you need it. 

Successful business men are unanimous in expressing the opinion 
that success comes through saving. 

Economy is a word that sounds harsh. There is very little music 
in it for most ears, but when you look at it in the right way, thrift 
is a pleasant thing. 

Willingness to sacrifice now in order to have enough for the 
future necessities of yourself and those dependent upon you is one 
of the most desirable qualities you can develop. 

The man who has $500 a year to live on, or $1,000, may be 
just as wasteful in his extravagance, proportionately to his income, 
and may be even more justly blamed for it than the man who has 
an annual income of $25,000, $50,000 or $1,000,000. 

A man who is financially dependent, whose daily resources are 
sufficient only for daily needs, can never enjoy the fullest measure 
of freedom and self respect. 

There is pleasure and satisfaction in the orderliness which thrift 
demands. There is joy in the anticipation of the comfort and re- 
laxation which is the future reward of present industry and 
economy. 

Financial independence is something everyone wants to enjoy, 
but at the same time it is something that not everyone wants to 
work for. 

To save money wisely, husband and wife ought to co-operate. A 
savings bank account has solved the problems of household economy 
in countless homes. 

It is wonderful what an amount of dignity and confidence one 
gets from the fact that he has a growing bank account. 

If you have not already made regular saving part of your life 
plan, do so at once. You will never regret it and you may have 
great cause for thanksgiving later if you practise savings bank 
thrift now. 



SAVINGS BANK ADVERTISING 39 

The feminine inclination is to be "penny wise and pound fool- 
ish"; the masculine tendency is a contempt for the small economies 
which collectively result in a considerable saving. 

Our thrift talks in these advertisements have done you no good 
unless you have actually begun to save some of your money. 

Do something about this now. You have everything to gain and 
nothing to lose. 

Young man, if you have not already begun to build up a reserve, 
why not make this your Independence Day by deciding to begin 
at once to save systematically and deposit your savings in the bank 
regularly ? 

No one can afford to miss the comfortable feeling that comes 
with the possession of a savings account. 

Banking by mail is simply the application to the use of individ- 
ual depositors of the system in vogue among banks. It is per- 
fectly safe. 

Enforced economy is one of the greatest factors in success. It 
may be enforced by circumstances or by your own resolution, but in 
the end it brings its reward. 

Money is stored labor. The more of it you have saved the less 
you will need to work because you have stored labor at your 
command. 

Capital is a product of industry. Everyone who works creates 
it. The question that should concern you is, Do you get your full 
share of the capital you create? 

It won't do you any harm to imagine your income smaller than 
it is. You probably will find that you can live on less money than 
you are spending now. 

Put your savings into this strong bank and you will be getting 
financially stronger instead of standing still or running behind. 

It is natural and easy to follow the line of least resistance. But 
it leads nowhere. 

Start a savings account to-day for one or more of your children. 
Can you think of a more desirable Christmas or birthday present? 



40 2000 POINTS FOR FINANCIAL ADVERTISING 

It is the easiest thing in the world to spend money foolishly or 
carelessly. But successfully resisting the temptation brings two 
rewards — a stiffening of your mental and moral backbone and an 
increase in your material resources. 

You are no exception. You ought to save even on general prin- 
ciples, and you can't tell how soon you will be very glad you have 
a savings account in the bank drawing interest. 

We have on our books man}' depositors who live in smaller 
towns and farming communities in this section. These persons do 
their business with us through the mails with safety and con- 
venience. 

Money in the bank will be a bulwark of defense for you in time 
of need. Begin now to prepare for the future. 

Use the savings bank and in a comparatively short time you can 
have a good sum of money at your disposal for "profitable expen- 
diture" if you wish. 

Even bad luck and failure may be stepping stones to success if 
you have the right stuff in you. This has been the experience of 
thousands of ambitious men and women everywhere. 

Many a man has lost good business opportunities by not being 
prepared, financially, to grasp them. 

You need the power which comes from saving money and put- 
ting it away safely. There is a two-fold benefit from the practice 
of economy — you develop character and you accumulate capital. 

The saver is a better citizen and a stronger man in every way. 
Increase your savings and your self respect at the same time. 

Don't go through life ruled by circumstances. Put yourself in 
a position to control circumstances and turn them to your own 
advantage. 

The boy with his pockets full of pennies is not satisfied until he 
has spent all of them. It is often the same with children of a 
larger growth. 

It is a good deal easier to spend that five dollars when it is in 
your pocket that it is when you must first go to the bank and draw 
it out. 



SAVINGS BANK ADVERTISING 41 

If you have no savings account, see to it that you have this 
cause for thanksgiving next year. Now is the time to plan for it. 

Is your money safe from yourself? That is rather an unusual 
question, but if you stop to think about it you will see that it is 
not an unreasonable one. 

Other things being equal, the more money you have in the 
savings bank the merrier your Christmas will be. 

The man who has money ahead and has learned that by keeping 
a bank account he can make his money work for him is free from 
worry for the present and anxiety for the future. 

You might as well enjoy the earning power of money yourself. 
Why not do so? The sure and safe road to financial success is 
through a bank account. 

In every community there is a "Down and Out" club. Its mem- 
bership consists of broken down and disappointed persons, who 
have made a failure of their lives from a financial standpoint. 

The opinion of famous men is not needed to convince you of 
the value of thrift. Just look around you. There are many living 
examples right in this community of the benefits of industry and 
thrift. 

The time to build up a reserve, a safeguard for the future, is 
now, when you are strong and able to work and sacrifice. 

You don't know about the future, but you do know that now, 
to-day you are able to earn and save. Make the most of your 
present opportunity and prepare yourself for greater ones later on. 

When you buy anything on instalments you pay interest in the 
shape of higher prices. Save in our bank and let us pay you com- 
pound interest. Soon you will be in a position to buy for cash at 
low prices. 

A business man says : "I know from experience that it is hard 
to save. The best way to do it is to keep a written account of your 
income and expenditures." 

The first hundred dollars you accumulate represents a lot of 
hard work and self-sacrifice. The second hundred will be easier 
to get together. 



42 2000 POINTS FOR FINANCIAL ADVERTISING 

The mill will never grind with the water that is past, and the 
money you spend foolishly is gone beyond recall. 

A great writer has said that the measure of a man's worth is in 
his "capacity to do without." 

The savings bank plan is really so easy and simple that a great 
many persons overlook it entirely or keep putting off their start on 
the road to independence till "a more convenient season." 

It is not necessary for the average man in this country to give 
up any real necessity and very few comforts in order to get a 
competence. 

What have you to show for the hard work you have been doing 
all these years? If you have a home of your own, if you have a 
little farm or an orchard,, if you have money in the bank — this does 
not apply to you. 

We encourage your thrift by providing you with an absolutely 
safe place for your savings and by paying you — per cent, com- 
pound interest on them. 

Have you learned yet what is your ability to do without? It 
will pay you well to learn this. 

There is no reason, aside from physical disability, why you 
cannot acquire at least enough wealth to make it possible to spend 
the declining years of life in comfort and without worry or anxietv 
concerning the necessities of life. 

A little self-denial is not a bad thing for the character or the 
bank account. 

Thrift means more than most persons realize. A thrifty person 
is economical, not alone of his money, but of his strength, his health, 
his energy and his mental powers. 

To thousands of persons their small savings gave them their 
first opportunity to apply their abilities in a productive field, and 
the lessons learned from first savings enabled them to stop waste 
and leaks, making every dollar work. 

Waste not, want not. Do you know of any truer proverb than 
that? We do not. We have seen it illustrated in the experience 
pf many persons and business concerns, haven't you? 






SAVINGS BANK ADVERTISING 48 

Your earnings get into the bank whether you put them there or 
not. If you are not thrifty yourself, eventually some man who is 
thrifty will get your money and he will put it into the bank to 
work for him. 

Your family and its needs probably occupy a good share of your 
waking thoughts. If you are wise you are thinking of future as 
well as present necessities. 

Having money in the bank will help you even if you do not use 
it for a great many years. The moral and mental influence of 
having something laid by that you could use if you had to will mean 
a great deal to you. 

How many thoughtless and extravagant persons there are who do 
not see the wisdom of providing in time of prosperity for a possi- 
ble time of adversity! 

We have seen such wonders wrought by systematic saving that 
we sincerely believe that you are making a great mistake if you 
are not making some such plan a part of your life. 

The old proverb, "If wishes were horses, beggars might ride/' 
is a rather pessimistic one. It is all right to wish for things pro- 
vided you go a step further and will to get them. 

The man who really desires anything enough to sacrifice present 
comfort and pleasure for it is quite likely to get it. 

When in doubt, do without. 

There are no greater steadying influences for young men than a 
growing account in some good bank. 

Begin to-day and soon you will not only have saved money and 
added that strength of character which self-denial always brings, 
but you will have established friendly relations with an institution 
that can be of the greatest value to you. 

To have a money surplus — capital in reserve — is simply throw- 
ing an anchor to windward. It will prevent your drifting on to the 
rocks of dependence and want. 

If a young man ever expects to succeed in business he must be 
economical. No matter how small the sum the boy or young man 
is receiving, he should always save a portion of his income. 



44 2000 POINTS FOR FINANCIAL ADVERTISING 

At forty, men begin to ask themselves about the degree of suc- 
cess they are attaining in life. By that time they have lost many 
of the illusions of youth and have learned pretty well how to gauge 
their own ability and resources. 

If you always spend less than you earn, you will always be 
ahead of the game. 

With a savings account in a strong bank like this you know just 
where your money is and what it is earning for you all the time. 

There is a great satisfaction in watching a savings account grow 
by new deposits and interest. 

The devil of debt seems to be on the heels of a great many 
persons nowadays on account of the many seductive temptations 
there are to live beyond one's means. 

Saving provides you with actual cash in hand; it enables you to 
get the materials of success and the assistance of books, teachers 
and the experience of others; it develops prudence, persistence, 
courage and other qualities necessary for success. 

Consider seriously the earning power of money. Whenever you 
spend money foolishly you are not only losing this actual cash in 
hand, but also the interest that this money might earn for you as 
long as you live. 

How much money have you saved up? How much can you save 
in the next year ? It does a man good to look the situation squarely 
in the face once in a while and see how he is coming out financially. 

We have your interests sincerely at heart when we advise you to 
save a good portion of your income and become a regular savings 
depositor. 

Cultivate a five-year vision, because what your position will be 
five years hence depends to a large extent upon how you take ad- 
vantage of present opportunities and prepare yourself for future 
ones. 

The more a man works the more essential it is for him to save, 
if he is to get the real good from his labor. 

As to your business, financial and social position, in five years 
where do you want to be? 



SAVINGS BANK ADVERTISING 45 

The saved portion of your earnings is the seed of actual accom- 
plishment and independence. This is not theory — it is a practical 
fact which many learn from experience when it is too late. Don't 
wait. 

Take your pencil and paper and do a little calculating on in- 
come and outgo. And do not forget that interest on savings will 
add materially to your income. 

In a way we are performing a public duty by urging habits of 
thrift upon the part of citizens generally, as a thrifty community 
is a prosperous and happy one. 

Will you start to-day to save a portion of your income regu- 
larly or will you continue to procrastinate and postpone the start 
until a "more convenient season?" 

John Wanamaker said: "The difference between the clerk who 
spends all his salary and the clerk who saves part of it is the 
difference — in ten years — between the owner of a business and the 
man out of a job." 

Do not forget that this reliable bank pays compound interest on 
savings accounts and you can easily deposit and withdraw money 
by mail. 

Saving money is practically indispensable for business success, 
not only in itself and in the credit which it brings, but also for the 
good mental, moral and physical effects that habits of thrift have 
upon the individual himself. 

It is a mistaken idea that one must have a large amount of money 
to open an account — one dollar is enough. 

Optimism is an important factor in success. It has a bearing 
upon the subject of thrift, because both hoping and working en- 
ter very largely into the success attained by thrifty persons. 

At this time when many young people are turning their thoughts 
toward the subj ect of higher education, we want to impress upon 
their minds the importance of saving money for future use. 

If you want to get on in the world you must always be willing 
to sacrifice the present for the future. It is a good thing to have 
a goal to work for continually. 



46 2000 POINTS FOR FINANCIAL ADVERTISING 

The man who has money laid away in the bank is a most desir- 
able employe. His mind is free from debts and money worries, and 
he is able to give his whole time and attention to pushing the bus- 
iness with which he is connected. 

Economy is not meanness; it is management. While this state- 
ment has been made in regard to government expenditures, it ap- 
plies just as much to an individual in the handling of his own 
finances. 

Going into debt is putting a mortgage on your income. It is 
discounting tomorrow's independence for to-day's good time. 

Insure your opportunities by means of a savings bank account. 
In this kind of insurance you are paid dividend instead of having 
to pay premiums. 

Did you ever stop to consider how compound interest makes 
loney grow? It has been coi 
new sprout every six months. 

Save money and get married. After you are married keep right 
on saving money. Your wife will help if she is a true helpmate. 

Persons who do not have the thrift instinct often misunderstand 
those who do have it. Prudence in money matters is sometimes 
called stinginess. 

By industry and thrift you can gradually accumulate a cash 
surplus which will prove of timely assistance to you when a good 
business opportunity or money-making idea comes your way. 

The trouble with a good many people who don't succeed as well 
as they might is that they have more "wishbone" than "backbone.'' 

One of the very best ways to be prepared for opportunities is 
to have money saved and put away in a good bank, where it is 
safe and alwaj's within easy reach when needed. 

The amount that you are able to save every week may appear 
very small, but in time systematic saving, with the aid of interest, 
will give you some substantial capital. 

Good ideas are worth nothing unless they are put to practical 
use. Success comes from thinking along practical lines and acting 
promptly when the proper opportunity presents itself. 



SAVINGS BANK ADVERTISING 47 

No man ever accumulates a fortune unless he has the habit of 
making sacrifices today in order that he may have something to 
work with tomorrow. 

Andrew Carnegie, who started out a poor boy and is now worth 
several hundred million dollars, has amply proved the value of thrift 
iu his own case. He says it is a test of success in life. 

We want to help you all we can in your efforts to get ahead 
financially — to create a tangible proof of your accomplishments 
iu the shape of money saved. 

A bank account and the credit it gives you will be of the great- 
est aid to you in getting together the first few hundred dollars 
which you must get in order to advance speedily on the road to 
wealth. 

This bank wants to emphasize strongly that one of the surest 
ways of getting ahead is to form the habit of saving money sys- 
tematically and depositing it regularly in a safe, interest-paying 
bank like this. 

It will pay you to learn that you can do without and still get 
along with the full respect of your neighbors and friends. 

The plan of saving a little, however small the salary, is a prime 
requisite for the highest success, as it means a self-restraint which 
prevents expensive and dissipating habits. 

There is an old maxim to the effect that if you spend your all, 
somebody else deposits your savings. Deposit them yourself. 

For their good as well as for our own advantage, we want to get 
the young people of this community interested in this subject of 
systematic saving. 

Successful people say that thrift is one of the virtues which lie 
at the root of human progress. 

The cases are rare where men who have contracted extravagant 
habits in early life come to large and permanent success. 

We do not advocate carrying the saving idea to the extreme. Put 
it on a higher plane and thus add a fascination to the idea which 
makes it worthy of the best efforts of any man or woman who is 
ambitious to get ahead. 



48 2000 POINTS FOR FINANCIAL ADVERTISING 

Dividends are paid by net earnings, not by gross revenues. 

No one will earn a home for you but yourself. YOU must earn 
the money and YOU must save the money. 

Thrift is an important element of character which has been 
present in the make-up of every man who has made a financial suc- 
cess of his life through his own efforts. 

When you have an account with a reliable institution like this 
your family grows up with the proper ideas of accounts and an 
acquaintance with business methods. 

Keep your eye on the future. It is better to sacrifice a little now 
than to want later on when your earning capacity is not so great. 

President Taft says that the man who does not hope for better 
tilings and does not believe that better things can be brought about, 
is not the man likely to bring better things about. 

Capital is a very important element of business success. Lack 
of it often means failure. You can create capital by saving — by 
funding part of your income. 

For the wage-earner who ought to have absolute safety for his 
savings and at the same time a fair interest return, there is nothing 
better than a savings account in this institution. 

How is it with you? Are you prepared for opportunities? Or, 
when they come to you, do you have to let them slip by to be 
seized by others? 

You will be more careful about your savings when you fully 
realize that they will take care of you if you keep on saving long 
enough and deposit your money in a good bank like this to earn 
compound interest. 

The best opportunity in the world will mean nothing to you if 
you are not prepared for it. 

We cannot impress upon employers too strongly the wisdom of 
encouraging their employes to economize, to save, to start a bank 
account. 

The question for you to answer is: "Am I saving as much as I 
can and ought to save?" 



SAVINGS BANK ADVERTISING 49 

Any person in good health and of average ability ought to be 
able to save enough between the ages of twenty and fifty to enable 
him or her to live from then on without being dependent upon daily 
earnings for daily needs. 

The bureau drawer is not a secure place in which to deposit your 
savings. Your money there is not safe from loss by fire or theft, 
nor is it always safe from yourself. 

A savings bank account stands for purpose, decision, firmness, 
persistence, unselfishness, prudence, forethought, courage, temper- 
ance, continence, ambition and achievement on the part of the one 
who maintains it. 

Getting the start is usually the hardest part of a business career. 
Ask any successful man how he got his start and the chances are 
ten to one that he will say: "By regular saving." 

It is hard to realize what Macauley called "the present value of a 
distant advantage." This is seen in the way so many persons ne- 
glect to save money in days of prosperity to make provision for a 
future day of need. 

The man with a salary of $100 a month often can save more by 
keeping accounts than the man who has $200, but does not know 
how he spends it. 

The only way to have comfort in the future as far as material 
things are concerned, is to capitalize part of your income now by 
building up a reserve fund to work for you when you can no longer 
work for yourself. 

It takes grit, determination, backbone, to save money and get 
ahead financially. Now, who has these qualities in the greater de- 
gree, you or the other fellow? 

The actual amount of money accumulated and earning for you in 
a savings account is a very valuable resource, but it does not exceed 
in value the lifelong benefit you will derive from the exercise of 
such qualities as are involved in the building up of the account. 

There is a way to provide against the rainy day. It is simple, 
but safe and sure. Save part of your income regularly now, and 
when you become old you will have at least the comforts, if not the 
luxuries, of life. 

4 



50 2000 POINTS FOR FINANCIAL ADVERTISING 

If at the end of the year the salaried man has nothing saved, his 
year has been a failure — he has made no "profits" on his business. 

If you haven't started to save yet, begin NOW. It will make a 
better man of you, a better husband and father, and a better citizen. 

It has been the experience of every one who has gotten ahead 
very far by his own efforts that hoping and planning and working 
go hand in hand. Plan to save and you can save. 

It makes little difference how able you are or how much money 
you earn if you live right up to your income. 

The man who cannot and will not save money cannot and will 
not do anything else worth while. 

Going into debt recklessly has been the ruination of many young 
men, and in these days of fierce competition, the ability to save 
is as necessary as the ability to read and write. 

Can you save $15 a month? The average man between 20 and 
SO years of age ought to be able to do as well as that. 

The hardest part of saving is the start. While we are consid- 
ering when to begin it is often too late to act. 

All over the country there are millions of people who, in Jan- 
uary and July of each year, visit a savings bank and wait in line 
to have the interest figures entered in their pass books in red ink. 

Have you noticed that those who are able to take advantage ofthe 
opportunities that arise are those who have some ready money? 
Such opportunities come to you. Are you ready for them? 

One of our savings depositors said the other day: "The semi- 
annual dividend not only urges me on to save more money, but has 
taught me a lesson that extravagance is the root of poverty." 

For your sake as much as for our own, we respectfully suggest 
that you give serious consideration to this subject of saving now. 
We offer you good interest and absolute security for your savings. 

People do not lack strength, they lack will. This applies to the 
matter of saving. If you want to learn the difference between 
wishing and working stop wishing for money and work harder to 
save some of it. 



SAVINGS BANK ADVERTISING 51 

Capitalize a portion of your present earnings and thus prepare 
for the time when in the natural course of events your earning 
capacity shall cease. 

Economy can be practised without a loss of self-respect or in- 
jury to the physical condition. 

Money isn't everything. It can't always buy health and happi- 
ness, but if by your present thrift you are able to get into com- 
fortable circumstances and banish the worry of debt, will you not 
be doing something that will surely make for health and happi- 
ness ? 

If you plan for failure the chances are you will fail. On the 
other hand, one of the surest ways to win success is to think about 
it and plan for it. 

The difference between wanting and winning is the difference 
between wishing and working. 

Loose change spends itself. Money in the bank is safe and at 
work. You will think twice before spending money unwisely if 
you must first go to the bank with your passbook and draw it out. 

You have worked hard for your money. If you save some of it 
regularly it will work for you. 

To make spare money safe from yourself put it into the bank. 
It will be secure there and always handy to get when you really 
need it but not so easy to get at when the impulse comes to spend 
it foolishly. 

Poverty in old age is one of the most pitiful things in the 
world. It is hard to be poor at any time but it is especially dis- 
tressing to have no resources in the evening of life. 

Saving money is one of the very first steps toward success. 
James J. Hill says that your answer to the question: "Are you 
able to save money?" determines whether or not you are destined 
to be a success or a failure in life. 

Most of us need to be forced in some way or other to do many 
things which would really be greatly to our advantage. 

Putting money away safely is insurance against adversity. No 
one should be without this protection. 



52 2000 POINTS FOR FINANCIAL ADVERTISING 

The officers of this old and strong institution have seen the enor- 
mous advantages of industry and thrift in a great many cases. 
They advise you to save money and put it into the bank. 

In this country we as a people are so prosperous that we don't 
think enough of the future. We enjoy the present fat years and 
forget that lean ones may come. 

Ready money is too easy to spend. It burns holes in the pocket 
of the man that has it. 

A savings account in a good reliable bank like this would be an 
ideal Christmas gift because it would be something of lifelong 
value to your child. 

Will you not make a personal application of this now by com- 
ing into the bank with your first deposit? Declare your independ- 
ence today ! 

A great many ambitious men have found that it is a good thing 
for them to have a regularly recurring financial obligation to meet. 
It forces them to do their best and makes them industrious and 
thrifty. Make a savings account your creditor. 

The feeling of independence and self-respect that comes to a 
man who has money in the bank is worth all the hard work and 
self-sacrifice involved in accumulating such a reserve fund. 

When in doubt as to whether or not you should make a certain 
expenditure the chances are that you ought not to make it. At 
any rate it is always better to err on the safe side in money matters. 

Even if there were no great practical advantages in having 
money laid by securely, it would still be thoroughly worth while to 
save it on account of the moral and mental benefits derived from 
the practice of economy. 

By saving we do not mean niggardliness. Money spent in beauti- 
fying the home, in educating the children, in pleasing the wife, is 
an investment in happiness and pays big dividends. 

It is manifestly an evidence of lack of good common sense for 
any young man to spend all of his income. 

Are you saving part of your income and investing your surplus 
wisely ? 



SAVINGS BANK ADVERTISING 53 

Worry saps strength and nervous energy. It destroys working 
power and is an enemy to success. Perhaps the most frequent 
cause of worry is the lack of money. 

When you fail to get some of your money working for you in 
the bank you cheat yourself out of something that is rightfully 
coming to you. 

By net earnings is meant the cash on hand after all expenditures 
are made. There is one safe and sure way to earn dividends every 
year. It is to set aside every week a definite proportion of your 
income to form a reserve fund. 

No man is truly independent who has no other source of income 
than his daily wages or weekly salary because if for any reason 
that income is permanently, or even temporarily, cut off, the man 
instantly becomes dependent. 

It is every man's duty to acquire as much money as he can hon- 
estly and without injury to himself or others. 

If you make $2,000 a year and don't save a cent, you are not 
paying any dividends, while if you are earning only $1,000 annu- 
ally, but save $100 of it, you are earning 10 per cent, on your 
capital stock, which is your earning capacity. 

You can't own your own home unless you make a cash payment. 
And, if you are like the great majority of persons, you can't make 
such a payment unless you have been saving money regularly and 
systematically. 

Most opportunities call for ready cash or the good sense and 
energy which comes from acquiring ready cash by saving regu- 
larly from income. 

Learn how to do without some of the things which you think 
you must have now. It will benefit you both directly and indi- 
rectly as long as you live. It will strengthen you in respect to 
both character and material resources. 

You can earn more and save more too. In fact, our experience 
has been that the more a man saves the more he makes. 

Saving makes a man keener for opportunities and at the same 
time it provides him with cash to take advantage of them. 



54 2000 POINTS FOR FINANCIAL ADVERTISING 

Dividends on savings are the rewards of thrift. Are you get- 
ting that kind of a reward? It is money you don't have to work 
for except as you work to save. 

It is easier to save when you feel that you must. Therefore, 
realizing this, if you are earning more than you need you will en- 
deavor to give yourself a regular obligation to meet by choosing 
some object for which to save. 

The sound principles of thrift and getting ahead in the world 
have not changed since Franklin's time any more than human na- 
ture has. 

It is all right to earn more money if you can, but a good many 
persons have reached the limit of their earning capacity. How- 
ever, practically everybody can save money. 

Just make up your mind that you owe your own future so many 
dollars a month and make a savings bank account the custodian 
of the fund. Pay this debt to yourself regularly. 

Build up a reserve which will prove a comfort and strength to 
you when you may need for actual necessities the money which you 
are spending so thoughtlessly today for non-essentials. 

One of the hardest things in the experience of persons of cul- 
ture and refinement, but moderate means, is the struggle to "keep 
up appearances." 

It is much wiser to do without at least some of those luxuries 
you have come to think are necessities than it is to give way to the 
manifold temptations toward extravagance today and pay for it 
with tomorrow's sorrow. 

With money to fall back upon in an emergency you can pre- 
vent much needless worry and trouble. We know that a savings bank 
account is the best aid to systematic thrift. 

It takes some backbone, some genuine courage, to withstand the 
temptation to spend more money than you can really afford, but 
you'll feel better to keep out of debt. 

The average young woman who each day walks by this bank on 
her way to work little realizes how much the bank would mean to 
her if she would only take advantage of its opportunities. 



SAVINGS BANK ADVERTISING 55 

Man is not self-denying by nature. Unlike the squirrel and the 
beaver, he has no instinct to provide out of present abundance for 
future needs. But experience, observation, common sense, teach 
him to do so. 

There are at the present time more ways of getting rid of a 
large amount of money than ever before, and there still remains 
but one way of saving money, which is, not to spend it. 

The mind has a great influence over the body. Saving makes 
you think success thoughts. It creates in you a desire to get ahead, 
and desire is the first step toward attainment. 

The value of thrift is one of the lessons that each generation 
must learn anew. 

Maintaining a savings account makes your surplus grow in two 
ways — you save more money than you would otherwise and your 
savings draw interest. 

Whatever your income is you ought to plan to save some of it 
for future requirements. 

Poor Richard said: "Work hard," and he practised what he 
preached. He worked hard not only to build a fortune, but to build 
a character. A little self-denial now and then helped him to do 
both. 

Besides the actual amount of money you accumulate by system- 
atic saving, you get very valuable mental effects. 

Work today for tomorrow's satisfaction, and not to make good 
on account of yesterday's extravagance — that is what you do when 
you maintain a savings account. 

If you are prudent and industrious now, your reward will come 
later on when, as the result of your forethought and economy, you 
have money enough working for you so that you can "keep up ap' 
pearances" without any struggle at all. 

The president of a large New York company, who began life as 
a newsboy in Columbus, Ohio, in an interview, February 13, 1912, 
said: "If it were possible for me to double the income of all our 
employes, the good I could do in that way would be less than if I 
cculd imbue them with an earnest desire and purpose to save and 
invest their money." 



56 2000 POINTS FOR FINANCIAL ADVERTISING 

Talking Points for a Savings Bank: Saving the first $100, 
withdrawals at any time; savings create capital — a reserve fund; 
convenient location; conservative management; perfect equipment; 
teach children saving; age of institution; officers interested in de- 
positors' welfare ; experienced officers ; figures of institution's growth ; 
prompt and courteous service; large capital and surplus; conserva- 
tive loans — how secured; system in saving; examples of actual expe- 
rience; "burglar insurance;" physical protection — massive vaults, 
time locks, electric alarm signals, bank always lighted ; personnel of 
board of directors or trustees; in good times prepare for hard 
times; free booklets, home bank, calendar, etc.; putting money to 
work; quoting prominent men; limit spending, not saving; insur- 
ing the future; the needs of dependents; open one evening in the 
week until 8 o'clock; small accounts welcome; interest — the rate, 
frequency of compounding, method of computing, how it makes 
money grow. Importance of thrift: Moral value, becoming inde- 
pendent, preparing for old age and the "rainy day," adding to self- 
respect, the foundation of success, the basis of credit, saving for a 
home, for an education, being ready for opportunities. 



CHAPTER II 

Commercial Bank Advertising 

Capital, surplus, undivided profits; depository for United 
States, State, county, city; relative standing of bank among other 
institutions in community or country; growth of deposits shown 
graphically by lines, diagrams or illustrations; double liability of 
stockholders; come in and meet officers for mutual benefit; answer- 
ing questions of public; advice on investment, business, etc.; per- 
centage of reserve. 

The number of accounts, as well as the total amount of deposits; 
physical protection, vaults, safes, time locks, burglar alarms, watch- 
men, fireproof construction of building; banking by mail; location 
— as to territory surrounding and as to convenience in community; 
certificates of deposit — interest bearing, transferable by indorse- 
ment, not subject to attachment, good security; directors who di- 
rect — how often they meet. 

Growth of community — resources and industries, how the bank 
helps; directors successful in other lines of business; not a "one 
man" bank; foreign exchange; clerks who use foreign languages; 
discounting negotiable paper and commercial bills; expert heads of 
departments; depositing all receipts with bank and making all dis- 
bursements by check; information department; modern equipment; 
drafts on principal cities of the world. 

Letters of credit; travelers' checks; money transmitted by tel- 
egraph and cable; officers and employes bonded; prestige of deal- 
ing with a big bank; prompt remittance of collections; frequent 
audits, examinations by directors' committee; no past due paper; 
no re-discounting; amount of circulation taken out; success of bank 
built on prosperity of customers; use of a motto and emblem; 
amount of deposits shows popular confidence; surplus and profits 
show prosperity; establishing a credit; how bank's capital is invest- 
ed; long history shows satisfactory service; table of growth of de- 
posits over a period of years; accuracy in detail; how bank has 
weathered panics; advantages of bank money orders as compared 
with Post Office or express money orders. 

57 



58 2000 POINTS FOR FINANCIAL ADVERTISING 

Government supervision; frequent examinations by Comptroller 
of the Currency by committee of directors and by certified public 
accountants ; bank account a basis for loans ; earning good dividends 
for stockholders, the number of such dividends; conservatism, pro- 
gressiveness, courtesy; age and history of bank; details of National 
or State supervision; campaign of education on banking methods; 
explaining statements in non-technical language; par arrangements. 

Personal wealth of stockholders, real estate holdings of direct- 
ors ; the laws safeguarding National banks ; banks add value to 
your property and convenience to your business; charging due 
paper unpaid to profit and loss; answering inquiries of non-resi- 
dents; bank does not speculate nor promote speculative enter- 
prises; membership in clearing-house; confidential relations be- 
tween officers and customers; negotiating farm loans; list of cor- 
respondent banks; record of loans made without loss or foreclosure. 

Helping young business men; interest on time deposits; length 
of service of officers; making feature of report to Comptroller, ex- 
plaining its details; proportion of surplus to capital; accuracy in 
detail; promptness in execution; encouraging small deposits; hav- 
ing many small notes; directors in constant touch with affairs of 
bank; investment department; bonds bought and sold; conserva- 
tive, safe, panic-tried; build up your credit; our customers' suc- 
cess is our success; a time-tested bank; the quality of securities 
held. 

Courteous regard for the wants of every customer. 

Officers easily accessible and glad to advise customers. 

Capital in a commercial account is more effective for a busi- 
ness man than in a savings account notwithstanding the fact that 
it ordinarily does not draw interest. 

Proper use of banking facilities one of the chief aids to scien- 
tific management and business efficiency. 

Few men ever make a large success in business without the aid 
of some bank. 

The man identified with a bank as a depositor is better pre- 
pared to seize business opportunities presented than one who has 
no banking credit established. 



COMMERCIAL BANK ADVERTISING 59 

Diversified experience of directors a guarantee both of sound 
management and ability to give good service. 

Keeping a good bank balance helps the depositor, the bank and 
the community. 

Being a bank depositor relieves you of annoyance in getting 
a check cashed. 

Establish your credit at the bank before you seek accommoda- 
tions. 

A good banking connection may mean the difference between 
success and failure in an enterprise. 

This is an age of specialists. The specialty of this bank is 
commercial banking. 

Safety first, profit second, is the rule we go by. 

We always give our regular customers the preference in the 
matter of loans. 

This bank ordinarily has about — per cent, reserve, which is 
in excess of the legal requirements and is a notable factor of our 
strength. 

Cash and credit make a good combination. Put money into the 
bank and you can get credit. 

This bank keeps books for its depositors free in so far as their 
business is done by checks. 

Every business man and house should have a reserve fund in 
the bank. 

A man's standing in the community is raised by his opening a 
bank account. 

A household checking account is an economy and convenience 
for the householder. 

A joint account can be opened by two persons payable to either 
or to the survivor. 

Taking pains to make banking transactions easy and pleasant 
for women customers. 



60 2000 POINTS FOR FINANCIAL ADVERTISING 

The accounting of a customer's transactions involving the pay- 
ment of money will be taken care of by the bank gratis through 
a checking account. 

More than 90 per cent, of the volume of business transactions 
involves the use of checks. 

The business-building service of the bank. 

Without the advice of the bank you might fall into a mistake 
involving heavy loss. 

This bank enjoys the confidence and handles the business of 
many of the leading firms, corporations and individuals in the 
community. 

Our strength promotes the stability of our customers' business. 

Mercantile agencies quote the bank's opinion of a man as be- 
ing the strongest kind of evidence concerning his business charac- 
ter and reliability. 

"Constructive banking" expresses the working spirit of this 
bank. 

Many small businesses have become strong and prosperous 
through wise banking connections. 

Any business or individual maintaining a fair banking balance 
has a right to borrow from the bank in proportion to the value of 
the account maintained. 

The business man who knows clearly how to use the bank has 
a great advantage over those who do not. 

Courteous consideration of requests even if it is impossible to 
grant them. 

No progressive firm is too rich or too prosperous to dispense 
with banking accommodations. 

If a bank's investments are good, if its credits have been wisely 
extended, depositors are amply protected. 

Much is being said nowadays about scientific management of 
business. Handling finances through a checking bank account is 
joart of the most modern approved methods. 



COMMERCIAL BANK ADVERTISING : <J.l 

You are helping yourself, the bank and the community when 
you keep as large a balance in the bank as possible. 

Our investments are not only safe, but they are such as can be 
turned into cash quickly. This is a vital feature of sound banking. 

Every modern equipment, convenience and system for facilitat- 
ing the business of the bank and its customers is in use here. 

This bank will help you in such a way that you will be able to 
get better results from your own efforts. 

A bank account means safety, convenience, acquaintance and 
accommodation. 

As a young business man you can profitably give up savings bank 
interest because of the additional working capital you gain by hav- 
ing a commercial bank account. 

This bank has so completely systematized its business that the 
requirements of its customers can have attention without delay. 

We make it a point that every business transaction with our pat- 
rons shall be mutually satisfactory. 

Dealing each day with men in all lines, the officers of this bank 
are constantly in touch with conditions in every trade and indus- 
try. 

Frequently we are able to put our customers in possession of 
facts that bring them profit or save them loss. 

In managing household expenditures, a check-book acts as a 
perpetual reminder of the difference between income and outgo. 

The amount of credit granted to any applicant by this bank is 
determined by the responsibility of the borrower, or the kind and 
sufficiency of the security offered and the value of the deposit ac- 
count. 

This bank wants to co-operate in every way possible with local 
business men in increasing the prestige and prosperity of this city. 

The officers of this bank consider it both right and good bus- 
iness to give equal attention to small and large accounts. 

Security and service are the twin watchwords of this bank. 



62 2000 POINTS FOR FINANCIAL ADVERTISING 

Making good loans is just as necessary to the success of a bank 
as receiving deposits. All worthy requests for business loans will 
receive the careful consideration of this bank. 

No up-to-date business man attempts to get along without fre- 
quent use of the services and accommodations of a good bank. 

Establish your credit by becoming a regular and consistent bank 
depositor. One of the foundation stones for the success of a busi- 
ness man is the acquaintance and friendship of other men, and one 
of the most important things is to get acquainted early with the 
officers of a good bank where you have an account. 

Often the scrutiny of a trained outside observer, like your 
banker, is the very thing needed to discover some latent weakness 
or danger in your business. 

This bank never overlooks the fact that its prime duty is to its 
depositors, and that every dollar on deposit has to be paid back 
to the depositors. 

With one of our Letters of Credit you can obtain money in any 
amount within the limit agreed upon from any large bank or hotel 
in the world. 

The value of an established credit and a good banking connec- 
tion is fully appreciated when an occasion arises calling for extra 
cash. 

Having connections in all parts of the world, this bank is able 
to send money for its customers anwhere at a moment's notice. 

It would be impossible to do business as it is done nowadays 
without credit and the machinery of credit which the banks supply. 

In a National bank there is a greater measure of personal ac- 
countability laid upon officials than in any other corporation. 

We consider the giving of dependable advice one of the func- 
tions of this bank. It frequently happens that our experience en- 
ables us to make suggestions helpful to a business man. 

There comes a time with most business houses when for the 
time being they are rather hard pressed financially. It is then that 
the value of an established credit and a good banking connection is 
fully appreciated. 



COMMERCIAL BANK ADVERTISING 63 

We supply to our patrons every advantage and convenience that 
a bank can safely give. 

The directors of this bank enjoy the respect and confidence of 
the community and bring to the direction of the bank's affairs a 
wide and diversified experience, which is the surest guarantee of 
sound, conservative management. 

Our officers' and directors' first-hand knowledge of general bus- 
iness conditions gives them the greatest possible advantage in di- 
recting the affairs of this institution. 

The integrity, judgment and ability of our officers and staff of 
employes has been tested by many years of successful banking. 

Our officers are always ready to tell you points of advantage to 
you in financing your affairs, for they must, of necessity, keep 
thoroughly posted as to markets and various lines of trade. 

If we can help you succeed in your business enterprises it will 
benefit the community and the bank as well as yourself. 

Open a checking account here, take advantage of all modern 
business methods, make use of all banking facilities, and make 
yourself and your business methods known to the officers of the 
bank. This course will pay you. 

When this bank handles your money it helps you even beyond 
any mere interest on your money, by making your manner of man- 
aging your funds safer and more convenient. 

When you deal with this bank you can rest assured that it is 
always ready to help you in doing that which is best for the 
growth and advancement of your interests along legitimate lines. 

We offer a bank large enough to inspire the confidence of its 
customers, but not too large to give every consideration to the in- 
terests of every customer. 

Banks are a necessary factor in the business community. It 
would be just as difficult to conduct modern business without banks 
a? it would be without money. 

On such matters as a purchase, an investment, an extension of 
credit, or the management of a business, a good banker is competent 
to give sound advice. That's his business. 



64 2000 POINDS FOR FINANCIAL ADVERTISING 

Not every individual realizes just how much help a good bank 
can be to him. It needs actual experience of a bank account to 
make one appreciate its comfort, convenience, safety, profit and 
general satisfaction. 

Your credit today is what you have made your name worth by 
years of honest dealing, right living and the ability and disposi- 
tion to meet obligations promptly. Let this thoroughly reliable 
bank help you build up your credit. 

Safety, freedom from worry, ease of making change, getting a 
sure receipt, building up credit, doing business in a modern way 
— these are a few of the advantages of maintaining a checking ac- 
count. 

The man who is favorably known at the bank has a distinct ad- 
vantage over the one who is not. There comes a time in almost 
every man's life when it will mean a good deal to him to have the 
recommendation or indorsement of a good bank. 

Even though you do not deal in large sums of money, a bank ac- 
count establishes your credit, provides a safe place for your cash, 
and systematizes your business dealings. 

Don't be afraid to start a bank account with a small sum. We 
know that small accounts have a way of growing. Most of our 
big accounts today started with only a hundred dollars or less. 

This bank will sell you exchange on whatever place you re- 
quire, either in the United States or abroad. Sometimes you may 
need to remit funds which you have not in hand. The bank will 
loan to you on proper security and forward the money wherever 
you say. 

A checking account makes for convenience and safety. It is the 
method used by all the most important business houses and by a 
great many private individuals. 

If you are giving money as a present, bills or silver do not seem 
to be just the thing. Gold coin is hard to get and not convenient to 
use. A check on your bank for the amount you desire to give is 
just the thing. 

You need never pay a bill twice if you pay by check. The check 
canceled by the bank is positive proof that you paid the money. 



COMMERCIAL BANK ADVERTISING 55 

We take pleasure in offering our services to the public because 
we believe that our present customers will assure new ones that 
this bank can and does fulfill all the requirements of modern bank- 
ing. 

We know of many instances where a small business, started by 
men of little means, but of integrity and ability, has, through wise 
banking connections, become strong and prosperous. 

The difference between good banking service and poor banking 
service may mean the difference between profit and loss for you in 
your transactions. 

Banks often save men from ruin, and no man ever makes any 
large success in business without banking assistance. 

There is no better advice we can give a young man starting 
out in his business career than to start a bank account and keep 
in close touch with the banker. This will help him accumulate 
money and use it to the best advantage. 

This bank has helped a large number of business men, both in 
times of prosperity and in periods of storm and stress. 

Sometimes a bank helps a man by refusing, to lend him money 
more than it would by granting him a loan. 

If you are starting out in a business of your own, or have re- 
cently taken upon yourself a financial responsibility, do not think 
of trying to get along without the active co-operation of the bank. 

The high standard this bank has set for itself in the conduct 
of its business is a protection to its depositors in every emergency 
and under all circumstances. 

The profits of this bank are earned by prudent, conservative 
business management in which there is not a single element of spec- 
ulation or other dangerous method. 

When you keep a bank account you have the use of all the fa- 
cilities of the institution, the benefit of the advice and suggestions 
of the officers, and then if you ever need loan accommodation, it is 
yours for the asking. 

The directors of this bank, who are all successful business men, 
meet weekly to confer on the affairs of the bank. 



66 2000 POINTS FOR FINANCIAL ADVERTISING 

Many men have started in business with a capital only of abil- 
ity, hard work, honesty and good reputation. Their bank deposits 
at first were not large, but they established a credit which helped 
them on to success. 

The judgment and experience of the officers of this institution 
are backed by the combined judgment and experience of an able 
board of directors. 

A check account is more of a necessity than a luxury, and you 
can enjoy it without expense. Ask the man with a check account 
if he would be without it. 

In addition to our staff of well-trained men and our financial 
strength, this bank has every mechanical facility to make banking 
with us pleasant and profitable. 

A very influential factor in the up-building of this bank has 
been the considerate treatment we have accorded customers, par- 
ticularly borrowers, in times of special need. 

If the average man made a point of consulting his banker in 
regard to investments offered to him there would be far less good 
money thrown away and far fewer dishonest promoters making an 
easy living from the ignorance or credulity of the general public. 

A checking account is a great convenience and means of econ- 
omy for the housewife. We have many such accounts on our books 
and we know that in every case it is a great advantage to the 
household maintaining it. 

The man who realizes the banking accommodation to which he 
is entitled, who knows when and to what extent it is safe for him 
to rely upon it, is more likely to succeed, other things being equal, 
than the one who tries to get along without the aid of the bank. 

A hundred small accounts make a bank stronger than a dozen 
large ones aggregating the same total of deposits. That is why we 
are constantly seeking new customers. We want as wide a circle 
of friends and customers as possible. 

The public demands of the banker promptness and truthful- 
ness, and he must live up to his promises in every respect. In 
turn, the banker expects the same promptness and truthfulness 
from his customers. 



COMMERCIAL BANK ADVERTISING 67 

In business, system is generally conceded to be one of the funda- 
mental factors of success, and the regular maintenance of a bank 
account is one of the greatest aids to system in business. 

Desiring to give our customers the best possible service, we are 
continually seeking to improve our equipment in every way. 

The completeness of the service rendered by this bank, the ab- 
solute protection of all funds deposited in its custody, and the 
courtesy and general efficiency of its officers and employes are re- 
sponsible for the increasing popularity of this institution in the 
business community. 

Good banking service includes a great deal more than you 
realize if you have no bank acount at all or do not maintain as 
good a balance as you might. 

We issue traveler's checks which may be converted into cash 
anywhere without red tape, delay or discount. 

Traveler's checks cause no worry or inconvenience and there- 
fore add greatly to the pleasure of a trip abroad. 

There is not only inspiration and satisfaction in dealing with 
a strong and growing bank, but there is also actual profit in it, and 
the prestige of having a strong financial institution back of you 
is worth a great deal to you in your business. 

The officers and directors of this bank fully appreciate the ex- 
tent to which the co-operation of our customers has helped the in- 
stitution grow, and they are anxious to continue to co-operate with 
our customers for mutual advantage, and are also anxious to get 
in touch with many more people who need the services of a good 
bank and whose business will be an additional source of strength 
to us. 

Credit and confidence grow with business relations, and when 
once established with a strong bank, they make additional work- 
ing capital for a successful business. 

Our local experience with local conditions enables us to assist 
you in the right way. 

It is at the bank counter that a man's credit is determined, and 
the wise business man makes every effort to stand well there. 



68 2000 POINTS FOR FINANCIAL ADVERTISING 

To build on a rock in the business world one must keep his 
credit unsullied, and he must realize that the best way to do that 
is by building up a bank account. 

If you have any extra or surplus money awaiting investment or 
anything of the kind, by all means deposit it here on interest-bear- 
ing certificate of deposit. 

You are doing good triply when you keep as large a balance 
as possible in the bank — you help yourself and the community, as 
well as the bank. 

This bank takes special pleasure in aiding its clients to estab- 
lish themselves upon a good credit basis. Don't *--.«* until you 
want to borrow. Begin to establish your credit now. 

We realize that the principal inducements a banker has to offer 
the business public are security and the pledge of personal at- 
tention to business. We know that our large capital and surplus, 
together with the strictest government supervision, make the insti- 
tution absolutely sound, while the efficiency of its equipment and 
service fulfill the other requirements of a good bank. 

A checking account is a time and money saver in itself, and it 
has manifold advantages on account of the mutual acquaintance 
between banker and depositor which arises because of it. 

Because the business of a bank can be successfully conducted 
only with honest men, the bank becomes a force making for public 
morality in the community and presents such inducements to up- 
rightness that none but the most foolish would disregard them. 

Paying by check is a great convenience, but using checks pre- 
supposes that you have money in the bank, and when you are a reg- 
ular bank depositor, you are in a position to get many other con- 
veniences and accommodations from the bank. If you have not 
yet opened a bank account, or if you are not entirely satisfied 
with your banking relations elsewhere, we would be very glad to 
welcome you at our offices. 

This bank is interested in every business and professional man, 
in this community, no matter how small his operations. If at pres- 
ent you have limited means, but character and hustle, we want to 
have you as a depositor and customer of this bank. 



COMMERCIAL BANK ADVERTISING 69 

Money you deposit in banks away from home does this com- 
munity no good. Therefore it is to your best interests to deposit 
your money where it will not only benefit you, but aid home in- 
dustry also. 

This bank gives service along the lines of customary banking 
requirements of every-day business and likewise accommodations 
adapted to the individual needs of the customer. 

Starting a banking connection is a serious matter and ought 
to be done as the result of a careful consideration of all the quali- 
fications of the bank seeking your business. 

We desire the closest inspection of our financial standing, equip- 
ment, methods and personnel on the part of those who are thinking 
of opening an account here, because we know that we can give sat- 
itfaction on all of those points. 

If your check on this bank is stolen or forged and is paid to the 
wrong party, you would not lose anything. The bank is liable for 
forged checks if it pays them. 

The good-will and co-operation of its customers is wanted by 
this bank. We desire to enter into the spirit of our customers' 
wishes and requirements, giving due consideration even to minor 
wants and to complaints, if there are any to be made. 

At this bank you are assured of a kindly consideration of your 
requests, even if it is not practicable to grant them. 

We often have "inside information" which is of advantage to 
our customers. It is our policy, whenever possible, to prevent any 
unwise investment, loan or business move on the part of a cus- 
tomer, as we realize the mutuality of the interests of the bank 
and its patrons. 

The owner of a business needing more money, Avithout thor- 
ough analysis, sometimes takes in a partner with cash, or issues 
new stock, when the real need is only a temporary loan. That is 
where a good bank can help — by the right kind of advice and by 
making the required loan. 

The methods of business as it is carried on today call for the 
assistance of the bank at almost every turn. Your personal appre- 
ciation of the value of a bank connection grows with your account. 



70 2000 POINTS FOR FINANCIAL ADVERTISING 

In becoming a depositor at this reliable institution, you not only- 
avail yourself of the advantages of our prompt service, careful 
business methods and complete banking facilities, but you also 
profit by our experience in financial matters. 

Every man should feel it his duty to maintain a regular bank 
account and to cultivate the acquaintance of his banker. 

Providing a place of safe keeping for money is only one of 
many services which the bank can perform better than any other 
institution or individual. 

If you will come into the bank or write us, we will be pleased 
to give you particulars concerning our strength and ability to give 
you just the kind of banking service you need. 

This institution has faithfully served its patrons for a good 
many years, and at all times its affairs have been conducted in 
such a manner as to inspire the utmost confidence on the part of 
its customers. 

The strength of a financial institution lies in its capital, assets, 
its honorable history and the ability, character and standing of the 
men who conduct its affairs. Possessing all these qualities to an 
eminent degree, this bank solicits your account. 

Deposit your surplus in this strong bank and take for it a cer- 
tificate of deposit. Your money will earn good interest and will 
be kept perfectly safe for your permanent investment or other use 
later on. 

A certain amount of knowledge of banking principles is neces- 
sary to the education of every business man or woman. Through 
a bank account one gains a knowledge of these things as well as 
of many other facts of business. 

Any woman who has to look after the many details of house- 
keeping finds it a great convenience to pay her household bills by 
check. At this bank we have made special provisions for the con- 
venience and comfort of ladies. 

As a lender, this bank stands ready to aid anyone who is worthy 
of it and is building up a legitimate business. We want your in- 
fluence and deposits as much as you need our advice, protection, 
accommodation and services. 



COMMERCIAL BANK ADVERTISING 71 

We want the people at large to know more about how the bank 
can help them in their business and financial affairs. 

You will never appreciate the convenience of a checking account 
until you have one. As a saver of time, trouble and worry the 
check method of handling personal or business financial matters is 
one of the most valuable features of modern business. 

When you have a checking account the bank, in a way, acts as 
your bookkeeper, and by the return of your canceled checks you 
get automatically the best kind of a receipt for every cent paid 
out by check. 

The value of checks as a means of transferring money from 
one place to another has been so thoroughly demonstrated that 
millions of dollars in checks pass through the mails every day. 

We want time deposits and are willing to pay a specially good 
rate of interest for them. For such deposits we issue Certificates 
of Deposit which are interest-bearing negotiable instruments run- 
ning for a longer or shorter period, as arranged. We consider this 
method an ideal one for the handling of temporarily idle funds. 

Every officer and employe of this institution is bonded for the 
faithful performance of his duties. 

Our directors, all successful men, who have demonstrated their 
ability in their own business, meet weekly to confer on the affairs 
of the bank. 

We have the financial strength, the organization, the experience 
and the facilities to render this institution up-to-date in every 
particular. 

At this institution banking is made easy for women. A check- 
ing account simplifies the family buying done so largely nowadays 
by the women of the household. 

The cashier is chief executive officer of the bank. He represents 
the board of directors and sees that the policy and plans formulated 
by it are carried out. 

Many women do not feel as much at home in a bank as they 
do in a department store. We take particular pains to make bank- 
ing transactions easy and pleasant for our women customers. 



72 2000 POINTS FOR FINANCIAL ADVERTISING 

In every respect this bank is suitably equipped to give prompt 
and satisfactory service. 

This bank is anxious to co-operate with business men in push- 
ing their business. There are many ways in which we can help 
you if you will give us the chance. 

If you do not know our cashier please consider this a personal 
invitation to get acquainted. 

This bank will value your business and help you if you will give 
us the opportunity. 

Maintaining a bank account presupposes common sense, energy, 
determination, prudence, temperance and persistence. 

We are glad to note that many of our depositors feel as if they 
have a sort of proprietory interest in this institution. We hope all 
our customers will call this their bank. 

Every business man worthy of the name realizes the importance 
of maintaining a reserve fund to draw upon when having the use 
of additional money would mean a considerable saving or an extra 
profit. 

When you pay your bills by check you need not worry even if 
you fail to get a receipt because the endorsement of your check is 
a receipt in itself. 

Sound and progressive business methods in the bank's manage- 
ment; the active participation and co-operation of well-known bus- 
iness men in the conduct of its affairs ; prompt and courteous at- 
tention to the wants of customers and a desire to satisfy them. 
These things account for our steady growth. 

For j^our own sake, for the sake of the community and for the 
sake of the bank you ought to become a regular bank depositor. 

When you deposit your money in the bank the bank does not 
let it lie idle by any means, but sets it at work promptly. 

There are times when to be able to put your hand on ready 
cash may mean a big saving or a quick profit in your business. 

We assume all risk of loss by forgery. If some one else signs 
your name to a check and we pay it, the loss is ours, not yours. 



COMMERCIAL BANK ADVERTISING 73 

Every department of this bank is separate and under the man- 
agement of one man who accounts daily for his individual work, 
the positions of the staff being changed frequently, so that each 
department is well checked up. 

The mere ability to draw a check on an institution of the high- 
est repute like this is in itself a voucher for your responsibility. 

When you endorse a check or a draft always write your name 
on the back exactly as it appears on the face. 

When we advise you to circulate your money we don't mean to 
urge you to spend it, but to put it into circulation through the bank. 

Depositing in the bank is a duty you owe yourself and the com- 
munity at large, for it is money in circulation that enables business 
life to go forward. 

Do you realize that a considerable part of the service rendered 
by a bank to its customers is without cost to them? 

Through the bank your money is helping along the general 
prosperity while at the same time you are not parting with your 
money at all, but are simply putting it where it will be kept safer 
for you than you could keep it yourself. 

Payment on a check can be stopped at any time by notifying 
the bank, stating the number of check and the names of the drawer 
and the drawee. 

It pays to cultivate friendly relations with your banker. Keep 
a regular account in the bank and then don't be afraid to consult 
your banker in financial matters. 

It is quite worth while for any man to build up a reputation 
that will entitle him to credit at the bank. 

Maintaining a regular bank account through a considerable 
period is one of the best ways to get credit at the bank. 

Henry Clews, the well-known New York financier, says that 
establishing a credit should be the first consideration when organ- 
izing a new business. 

You cannot expect to accomplish much in a business way without 
using the services of a bank. 



74 2000 POINTS FOR FINANCIAL ADVERTISING 

We can care for your money safely, protecting it from loss with 
physical barriers, by legal safeguards, and by giving you sound 
advice on how to invest it. 

Farmers need loans sometimes. It is, therefore, a good thing 
for the farmer to deposit in the bank when he has money on hand 
and thus establish his credit. 

Observe a little and you must be convinced of the truth of the 
statement that it is not to any business man's advantage to try to 
get along without banking connections. 

Closely associated with all sound business is the sound bank. 
This bank enjoys the confidence and handles the business of many 
of the leading firms, corporations and individuals in this com- 
munity. 

A good business man ought to be more concerned with establish- 
ing a reputation than with the art of borrowing money. The rep- 
utation established, the power to borrow will follow. 

A check should be presented for payment within a reasonable 
time after issue or the drawer will be discharged from liability. 

Don't handicap yourself by refusing to establish relations with 
a good bank. Do you realize that without a bank account you are 
placed at a disadvantage in every transaction involving money? 

We desire to come into confidential relations with our customers. 
We gladly give depositors the benefit of our business knowledge 
and experience — especially in the matter of investments. 

Nowadays banks are indispensable to the business community, 
and if you have not established banking relations you are simply 
lessening the possibilities of your business. 

This is the kind of an institution that can help you in your 
business. 

You need a good strong bank like this back of you in your va- 
rious enterprises. You may not realize this need, but it exists, 
nevertheless. 

In loaning money this bank always makes it a point to attend to 
the needs of its depositors first. 



COMMERCIAL BANK ADVERTISING 75 

Every business as well as every individual needs ballast in the 
form of a cash reserve to help weather financial disturbance. 

Besides being able to put up the full security required of an 
institution seeking government deposits, the financial condition, the 
methods of management and the general high standing of this 
bank have been approved by the highest authorities. 

We especially encourage women to open accounts with us in both 
our commercial and savings departments as we give their accounts 
special attention. 

The stub of your check book acts at once as a record and a 
receipt, and this one book will show you at a glance just how 
much you are paying to your butcher, grocer, milkman, iceman, or 
dressmaker. 

Our interest-bearing certificates are issued in any amount. They 
draw interest at — per cent., are payable in six or twelve months, 
and are negotiable by indorsement. 

A splendid investment for surplus funds are the certificates of 
deposit of this bank. They are just as safe and profitable as most 
bonds, and a good deal less trouble. 

The banker is in position to know a great deal about business 
and investment conditions, being in constant touch with the com- 
mercial life of the community and of the business world generally. 

No concern has enough money to escape consideration of this 
question. Too much credit is a thing unheard of, except when the 
privilege is wrongfully used. 

This bank is a designated United States depository, having com- 
plied with the requirements of the United States treasury depart- 
ment, and is made the custodian of a portion of the government 
funds. 

It is a wise provision for every business house to maintain a 
cash reserve for unexpected demands. 

Remember that with the bank's aid you can be relieved of a 
great deal of unnecessary trouble in your financial matters. 

The name of this institution is a synonym for all that is clean, 
reliable and substantial in financial matters. 



76 2000 POINTS FOR FINANCIAL ADVERTISING 

In our platform honesty is the principal plank. It is this integ- 
rity that assures the depositors of this bank that its affairs and 
their interests will be honestly looked after and that the funds of 
the bank, the ability and experience of its officers and directors, 
will be properly used. 

There is a great deal more to the matter of a good bank con- 
nection than an outsider realizes. Don't be an "outsider" any 
longer. 

The first of the year is the time when books are balanced, ac- 
counts straightened out and plans laid for business extension. In 
making your plans do not overlook the important place that a good 
bank should occupy in your transactions. 

The merchant, the manufacturer, the farmer, the private indi- 
vidual, all find cash and credit a good combination. They supple- 
ment each other. With credit you can make money. With money 
you can get more credit. 

At the bank counter is the place to establish your credit, and 
becoming a regular depositor is one of the important factors in 
building up that credit. 

As a depositor all the privileges and facilities of this institution 
are placed at your disposal. 

Besides being able to pay your bills by check, when you have 
even a small account in the bank, you are enabled to buy goods 
when the market is low. 

In a check, when the amount written in words and the amount 
stated in figures do not correspond the words govern. Every 
check ought to be endorsed on the back and as near the left end as 
possible. 

If you do not know from personal experience the satisfaction 
and profit of having an account in a strong and well-equipped bank 
like this, will you not decide to find out this year? 

Care should be taken in making out checks to avoid errors, for 
they may be troublesome and expensive, but with ordinary caution 
mistakes need never occur. The use of checks in making your 
payments will prevent many misunderstandings, and often will 
save money. 



COMMERCIAL BANK ADVERTISING 77 

Our business is conducted with conservatism, but also with en- 
terprise and up-to-date methods. 

Our specialty is the handling of all money matters, and in our 
organization are men who specialize still further in the various 
branches of banking and finance. 

Will you not now seek the aid of this strong institution in ex- 
tending your field and increasing the volume of your business? 

A banker is familiar with the experience of a great many other 
business men in various lines and so is likely to know something 
about your business needs which you yourself may not happen to 
know. 

You can't be too careful about how you put your name on nego- 
tiable paper. Always indorse crosswise on the back near the left 
end. This gives room for later written indorsements and indorsing 
stamps. 

It is the purpose of the government to make the word "Nation- 
al," in connection with a bank, mean the same as "Safety." 

The use of checks is a most general and valuable feature of 
modern banking. A business man who doesn't use checks is al- 
most as far behind the times as one who doesn't use the typewriter 
or the telephone. 

No bank can hope to win the confidence and respect of a com- 
munity unless every person entering its doors is assured of receiv- 
ing fair and courteous treatment, regardless of his station in life 
or his relationship to the bank. 

There is no question about its being an advantage to have a 
good bank back of you. We desire an opportunity to prove to you 
that this bank is good in its soundness, personnel and service. 

With a regular account here you are in a position to ask and 
receive advice, accommodations and the full use of our many fa- 
cilities. 

It is becoming more and more the thing for women in their shop- 
ping and household buying to pay by check. 

Money in the bank is a great convenience to you and your funds 
are safe. It also helps the community. 



78 2000 POINTS FOR FINANCIAL ADVERTISING 

This strong, conservative institution pays particular attention 
to women's accounts. Call at the bank or write to us about open- 
ing a check account here. 

There are many factors in the strength of this institution, not 
the least of which is the nature of its policy and control. 

This bank is thoroughly examined twice a year by the National 
Bank Examiners. Five times a year, upon the call of the Comp- 
troller of the Currency, we issue sworn statements of condition. 

We stand ready to convince you as to our strength, ability and 
responsibility and to show just how we can help you personally. 
Will you not give us an early opportunity to do so ? 

Are you in the proper relationship with this bank to get the 
greatest benefit from it? One of the first essentials is for you to 
become a regular depositor here. 

We know that our experience, knowledge, ability, system, organ- 
ization, modern methods and energy would work greatly to your 
benefit if you give us the opportunity to help you in your business. 

Progress is rapid with the man who combines good credit with 
his working capital. 

Banks are always glad to make loans to persons who are known 
to protect their credit. 

Do you want some help in your domestic financial problems? 
The finances of any household are better regulated and the accounts 
more easily kept if the money is handled through the bank. 

Our officers are easily accessible and glad to advise customers in 
business matters. 

In addition to being prudent and conservative in our manage- 
ment, we are alert and progressive in our methods and courteous 
and accommodating to our customers. 

Deposit your income at this bank and pay it out by check. Thus 
you will make a written record of all your money transactions, 
which may be referred to months or years hence. 

The convenience of a checking account is yours, free of all 
charge. 



COMMERCIAL BANK ADVERTISING 79 

The more bank depositors there are in a community the more 
prosperous will be both the individual citizens and the community 
as a whole. 

The bank and its depositors, co-operating, can bring about grat- 
ifying results in the form of more business. 

The business-building service of this bank includes credit, advice, 
discounts and safe and profitable handling of funds. 

The needs of each depositor or borrower are likely to be differ- 
ent. We make a special effort to accommodate our service to the 
requirements of all who seek it. 

Courteous regard for the wants of every customer is the rule 
of this bank. 

If you are still using the savings banks as a depository for your 
surplus, we can prove to you that the difference between savings 
account interest and interest on a checking account is profitably 
lost because of the additional working capital you gain. 

In making reports to the Comptroller, the directors who attest 
them compare the reports with the books of the bank and examine 
the bond securities, notes, etc. 

Great risks are taken by carrying one's surplus on the person 
or keeping it about the premises. Deposited here your money is 
always at your disposal. 

It will help your business prestige to have a bank account and 
settle your bills with checks drawn on a strong, reputable institu- 
tion like this. 

Our officers will be glad to meet you or correspond with you in 
regard to your banking relations. 

Confidence rests upon belief. The people of this community 
believe in us. They have confidence in our strength, stability and 
efficiency. 

Besides being thoroughly familiar with the institution's affairs, 
our directors are upright, capable and experienced. 

This bank, in addition to government examinations, has from 
one to two audits a year by an outside expert bank accountant. 



80 2000 POINTS FOR FINANCIAL ADVERTISING 

Popular confidence in this institution is demonstrated by the fact 
that corporations, firms and individuals now have money on de- 
posit with us to the amount of . 

Call at the bank and get acquainted. This invitation is extended 
especially to young business or professional men and women who 
are in need of wise business counsel. 

Our directors are men of sound business judgment, who are suc- 
cessful in their own business and prominent in the commercial life 
of this city. Your interests are safe in their hands. 

We have certain services to ofFer you — services based on the ne- 
cessities, the opportunities or the emergencies you encounter from 
day to day in your office, or store, or factory. 

This bank asks a depositor to fill out a deposit slip when he 
makes a deposit. These slips are preserved, and the depositor's 
slip made out in ink may serve to correct a mistake or settle a 
disputed point long afterward. 

In dealing with firms or individuals at a distance, the best ref- 
erence you can have is the bank where you do business. 

There are manifold advantages of having a bank account and 
being a regular bank customer. Come in and let us explain some 
of them to you. 

We want you, Mr. Business Man, to regard this bank as a busi- 
ness ally. 

Depositors have the first claim on a bank, and they are better 
known to the banker than persons who have no dealings with him. 

It is folly in this day for any man to try to get along without 
the aid of a good bank. The sooner a young business or profession- 
al man realizes this and acts accordingly the sooner he will reap 
the benefits. 

A certificate of deposit is a written acknowledgement of the 
bank that it has received from the person named a sum of money 
as a deposit subject to withdrawal on demand and the surrender 
of the certificate. 

As a depositor here you will receive a great many benefits aside 
from the ordinary banking accommodations. 



COMMERCIAL BANK ADVERTISING 81 

You cannot establish credit at the bank unless you deposit there. 

It is possible for you to develop our confidence in you so that 
you can obtain credit at this institution when you require it and 
are able to comply with the necessary conditions. 

It will pay you to get such a good financial institution back of 
you. This is entirely in addition to the safety, convenience and 
profit of having a checking account here. 

Your credit being based on confidence, the all-important thing 
for you to do is to build up that confidence by every legitimate 
means in your power. 

Our success is bound up in the success of the community. We 
want old residents and new-comers to get acquainted with us for 
our mutual benefit. 

Not a few of our customers keep both a Certificate of Deposit 
account and a checking account here, combining the — interest 
profit of the former and the great convenience and economy of the 
latter. 

One of the chief causes of business failures is lack of capital. 
Every business, as well as every individual, needs a reserve fund. 
The bank is the best place for it. 

Paying by check gives you a permanent record of what your 
money buys — a detailed account that you may go over at the end 
of each month and know just where your money went. 

To encourage thrifty, careful women we are pleased to assist 
them in making deposits or checks, and to give them advice in bus- 
iness matters. 

The merchant who has established his credit by maintaining a 
fair balance in the bank can borrow to take advantage of cash dis- 
counts on his bills, such discounts usually being greater than the 
interest on loans from the bank. 

If we did not sincerely believe that we can give you expert help 
we would not and we could not urge you as strongly as we do to 
avail yourself of our services and facilities. 

If a check is stolen or forged you do not lose anything. The 
bank is liable for forged checks if it pays them. 



82 2000 POINTS FOR FINANCIAL ADVERTISING 

Paying by check is a modern method of doing business. Each 
check you issue contains the date, number, amount, person to whom 
paid, and your signature. 

When a person cashes a check he must sign his name on the back 
as an acknowledgement that he received the amount written on the 
face of the check. 

We carry in our vault in ready cash about — per cent, of our 
deposits. We also carry cash balances with our reserve and other 
strong banks to the amount of about — per cent, of our deposits. 

You are always welcome here, whether you come to pay or to 
receive. We are here to serve you and are constantly planning new 
ways to please our customers. 

Checking accounts are advantageous to those who work for 
wages or salary, housewives, capitalists, professional men, business 
men, corporations, executors, administrators, guardians, assignees, 
trustees and various organizations. 

We recommend that you maintain both check and savings ac- 
counts. Then you can transfer money back and forth from one 
account to the other as the exigencies or opportunities of your bus- 
iness require. 

If you have a checking account at the bank you will always feel 
free to ask your banker for advice or for a recommendation. He 
will be glad to furnish either. 

A bank account is worth a great deal to you in convenience, 
security and business prestige. It enables you to draw your check 
on a good institution like this. 

Don't forget to sign your checks. This may seem unnecessary 
advice, but this mistake is a common one that causes inconvenience 
and delays. 

This bank is an ideal institution for business men's banking. 
Its policy is liberal and accommodating. It believes in helping the 
business activities of its customers as far as is consistent with the 
soundest banking practice. 

We will be pleased to meet you personally to explain any bank- 
ing feature or give you the benefit of our advice on business matters. 



COMMERCIAL BANK ADVERTISING 83 

Checks are time and money savers; they are clean, convenient 
and safe. They are just as much to be recommended for the house- 
holder, the housewife and the professional man as for the business 
man. 

A strict compliance with the rules and regulations governing 
National Banks is here backed by a personnel of the highest abil- 
ity and proved integrity. 

Your money deposited with us in a checking account will al- 
ways be subject to your call and an acquaintance at this bank as 
a depositor will help you materially. 

Loans, discounts, collections, exchange, letters of credit, inter- 
est on deposits, advice on business and investment matters — these 
are some of the features of our service. 

You ought to be a regular bank depositor and have a checking 
account, because you will then be in line with modern business 
methods. 

In your business affairs take advantage of the system and organ- 
ization placed at your disposal by this strong, up-to-date bank. 

This bank for more than a generation has occupied a leading place 
in the business and financial affairs of this community. 

As a customer of this strong institution you are entitled to the 
best business advice, all the facilities and conveniences of the bank 
and such accommodations as are warranted by your standing and 
relations with us. 

You will have additional security, economy and convenience 
when you let a good bank do its part in connection with your busi- 
ness transactions. 

Nine-tenths of the business of the world is done by checks. 
Why not do yours that way? 

In every feature of its banking activity this institution is thor- 
oughly conservative. Safety first, profit second, is the rule we go 
bj r and the result is we get both safety and profit for ourselves 
and for our customers. 

Individuals and firms find checks convenient, clean, safe and a 
source of saving — in short, the modern way of doing business. 



84 2000 POINTS FOR FINANCIAL ADVERTISING 

A strong bank must have sufficient cash resources to meet all 
demands. A large amount of money must be kept on hand, all 
of which would be immediately available in case of an emergency. 

Our officers are men of long experience in banking. The di- 
rectors are not chosen because of their wealth, but because of the 
business ability that enabled them to succeed. 

It helps your social and business prestige and credit to pay ob- 
ligations by check on a good bank like this. 

Strength and efficiency are the prominent characteristics of this 
institution. 

The officers of this bank are at your service. They invite you 
to make this bank your business home. 

One of the most satisfactory ways of keeping a cash reserve 
fund is to deposit it in a strong bank like this on interest-bearing 
certificates of deposit. 

On certificate of deposit your money is entirely secure, and 
while not in use in your business it is, nevertheless, earning money 
for you and helping business in the community. 

This bank charges you nothing for guarding your money from 
loss by fire, theft or carelessness, although it has cost us a lot of 
money to provide the proper safeguards. 

You will have no difficulty in keeping your accounts straight if 
you have a checking account. Every month the canceled checks 
and the stub record of your check-book provide you with indis- 
putable receipts for payments made. 

This bank will assist any man of business capacity to build up 
his business. This help will be extended in such a way that you 
will be able to get better results from your own efforts. 

You will get courteous attention and a square deal here. We 
desire to have the public know that we are anxious to help along 
the legitimate business of our citizens in every way possible. 

You have a tangible means in the check-record of each past 
month whereby you can save during the coming month. If you 
have just so much to spend, you will know where and how to adjust 
expenses. 



COMMERCIAL BANK ADVERTISING 85 

We are confident that you will be so well pleased with the at- 
tention and service that you will receive at this old established bank 
that you will become one of our steady customers. 

Your money in the bank is in circulation while you are not using 
it. Thus you get not only many direct benefits, but your money 
helps to upbuild your community and you profit as a resident. 

You and your bank co-operating can accomplish a good deal 
more than either working separately. 

Come into this bank at your early convenience, meet our officers, 
and let us explain to you in detail the benefits of a bank connection. 

Every young man who starts a bank account and maintains it is 
doing something that will surely raise his standing in the com- 
munity — both socially and in a business way. 

We know that in every respect we are complying with the gov- 
ernment regulations and that we go beyond the legal requirements 
to make this institution a safe and reliable one for all our de- 
positors and customers. 

The character, ability and experience of the men back of this 
bank largely account for the popular confidence in us. 

Advice, accommodations, collections, interest on reserve funds, 
these are only a few of the many ways in which we can serve you. 

Letters of credit can be issued in favor of two or more persons 
and can be realized upon anywhere in the world where there are 
banks. 

Any woman who has to look after the many details of house- 
keeping finds it a great convenience to pay her household bills by 
check. 

With a checking account the housewife finds it unnecessary to 
carry large sums of money in her house or in her purse, and avoids 
the trouble of making change in the residence district. 

Our service includes a great deal more than the average person 
has been led to believe falls within the scope of a bank's activities. 

Remember that all check books, bank books, etc., are free, and it 
costs you absolutely nothing to have a bank account. 



86 2000 POINTS FOR FINANCIAL ADVERTISING 

A bank opens an avenue of advice that leads to the keeping of 
what one has and the making of more. This strong institution 
would welcome you and your business and deposits. 

A good resolution to make now and keep throughout the year is 
to put yourself in a position to derive the full benefit from a bank- 
ing connection. 

Deserving young business men we want to hold as customers 
and friends throughout their business careers. That is why we 
make them especially welcome. 

Cash prices, as a rule, are lower than credit prices. This bank 
always has money for its depositors to borrow and the rates we 
charge are such that oftentimes you can profitably borrow money 
to take advantage of discounts for cash. 

Becoming a depositor in this institution opens to you its many 
privileges and leads to broader business relations. 

Perhaps some of our present depositors do not appreciate all 
the features of our service to the business community. We want 
them to find out by actual experience. 

We are resolved to do all in our power to promote the mutual in- 
terests of this bank and its customers. 

Whether your present cash surplus is $5.00 or $25,000, there is 
no safer way to employ it than to deposit it with this bank and 
get one of our certificates of deposit to draw — per cent, interest. 

A bank draft can be cashed at any bank while a Post Office 
money order must be cashed at one specified office. 

A commercial depositor not only has the advantages of a check- 
ing account and interest on his average daily balances, but he also 
gives the bank an earnest of his ability to repay any loans made to 
him. 

What would you do if there were no banks in this community? 
Do you think it would be a very desirable place to do business in 
under such circumstances? 

This institution has the equipment and the organization to serve 
you in a great many different ways in connection with your finan- 
cial and business affairs. 



COMMERCIAL BANK ADVERTISING 87 

Can you afford to be without what has been the mainstay of the 
majority of the successful business enterprises of the country? 

Checks are clean; convenient and businesslike. They add to 
your prestige., comfort and security. Returned to you canceled by 
the bank, they form the best receipt for bills paid. 

It will pay you in a great many ways to establish and maintain 
regular business relations with a reliable institution like this. 

Should your check be lost a duplicate can be obtained, and the 
money is safe. 

As a saver of time, trouble and worry, the check method of 
handling personal or business financial matters is one of the most 
valuable features of modern business. 

It requires only a small amount to start a checking account here, 
and you will always find us willing to help you in the development 
of your business whenever we can consistently. 

When temporary reverses come it is a very convenient thing to 
have some reserve capital or a good credit to fall back upon. 

We have large financial resources, operate under the strictest 
government supervision, and have able, experienced and trustworthy 
officers and directors. 

May we not soon have the pleasure of receiving your first de- 
posit ? 

If a bank's assets — that is to say, its investments — are good, 
if its credits have been wisely extended, depositors are amply pro- 
tected and need no other guarantee. 

Come into the bank and let us show you just how we can help 
you PERSONALLY in your business and financial affairs. 

As one of our depositors it costs you nothing to have the great 
benefits of a checking account, although the bank is at considerable 
expense to maintain a force of skilled clerks to handle accounts and 
to provide the necessary supplies and equipment. 

The officers of this bank welcome small depositors, considering 
it not only right, but good business policy to give equal attention 
to small and large accounts. 



88 2000 POINTS FOR FINANCIAL ADVERTISING 

You will be welcome here even if you do not at once become a 
depositor and customer. 

The young business man who has clearly shown his ability to 
conduct a small business successfully receives special attention and 
consideration from this bank. 

Our assets are of the highest character. Our transactions are 
most strictly supervised by the banking authorities, and as far as 
management is concerned, there is no more conservative institution 
in the State. 

Money in bank will not be spent readily for the things you do 
not need, so that a check account as well as a savings account is 
an aid to thrift. 

To use the bank as a reserve power in his undertakings — the lim- 
ited partner tiding him over seasons when outlay distances income 
— is an essential thing for a young business man to learn. 

Being a regular depositor provides an opportunity for us to get 
acquainted with you and for you to get acquainted with us. That 
will be to our mutual advantage. 

You think you can get along all right without the help of the 
bank but when you have nothing to lose and there is even a possi- 
bility that a bank can help you, is it not the common sense thing 
to do to try the matter out? 

When you have a checking account the bank, in a way, acts as 
your bookkeeper, and by the return of your canceled checks, you 
get, automatically, the best kind of a receipt for every cent paid 
out by check. 

One of the advantages of having a checking account is that 
then you are not compelled to meet the rebuffs that usually go 
with the effort to get checks cashed by friends or at banks where 
you are unknown. 

The directors of this bank are men who have demonstrated great 
prudence in the management of their own business activities. They 
are men of integrity, good judgment and ability. 

If you once have a check account in a good bank you will never 
want to be without its convenience and safety. 



COMMERCIAL BANK ADVERTISING 89 

There is no more conservative financial institution in this city 
than this bank. It turns down proffered investments which other 
institutions sometimes accept. It refuses accounts that appear like- 
ly to demand accommodations that cannot be safely granted. 

The small merchant or producer whose business is growing will 
not be satisfied with a savings account when he discovers that his 
working capital has increased value in a commercial account, be- 
cause it is more effective. 

Build up your credit and paper you present is not likely to be 
questioned. It is at the bank that your credit is established, and 
the best time to do it is before you seek favors and accommoda- 
tions. 

This bank has been in existence for years. Its policy 

is conservative, but at the same time it is in full accord with modern 
ideas. Therefore, the condition of the institution has always been 
sound and its growth satisfactory. 

Most persons start their business relations with the bank by 
opening a savings account. But if you are engaged in business 
you will soon find that a savings account does not answer all of 
your requirements. 

The officers will be glad to talk over banking relations with you 
at any time and pledge themselves to serve your interests faithfully 
when you entrust your business to this strong institution. 

Many of our large depositors started as small ones. We have 
seen accounts grow steadily, and we are glad to say that we have 
helped our customers to increase their business and deposits. 

The value of checks as a means of transferring money from one 
place to another has been so thoroughly demonstrated that mil- 
lions of dollars in checks safely pass through the mails daily. 

As a customer of this institution you are entitled to the many 
privileges and accommodations which only the regular bank depos- 
itor can enjoy. 

We seek an opportunity to convince you that this strong, con- 
servative, but progressive institution, can help you increase your 
resources and make your business grow. Will you grant us the 
opportunity f 



90 2000 POINTS FOR FINANCIAL ADVERTISING 

When you buy a draft at the bank have it drawn payable to your 
order and indorse it over to the person whom you wish to pay, then 
the draft is of value to no one else. 

When you have saved at least $50 or have a surplus of cash 
above that amount you can do nothing wiser than to deposit it with 
this strong bank and get a Certificate of Deposit — a safe, conven- 
ient and profitable form of investment. 

If you have a checking account here this company will gather 
your hundreds of small items of money into one lump and will let 
you pay it out again in a multitude of little items in the form of 
checks. 

Without charge, this institution keeps books for you, in that it 
keeps track of your receipts and disbursements, sending back to 
you receipts from your creditors in the form of canceled checks. 

The merchant who takes advantage of the discount for prepay- 
ment enjoys better credit and makes an additional profit. 

We try to take from banking all the terrors which unfamiliarity 
with its usages has given it in the minds of many women. 

It will help your wife in her domestic economy if you start an 
account for her with this strong bank so that she may pay all 
household bills by check. 

A bank and its patrons are mutually helpful and co-operation 
is advantageous to all concerned. 

The average housekeeper should be in a position to keep a bank 
account, and she would find it an immense convenience and saving. 
We want YOU to consider this matter seriously now as you read 
this advertisement. 

A conservative policy in managing the affairs of a bank adds 
to the security of its depositors. Likewise the success of every 
bank, from the stockholders' point of view, depends upon acquir- 
ing public confidence and thus increasing business. 

Don't do as some women do — keep money tied up in a little 
bag hung around your neck or sewed into a skirt. It is much wiser 
to open an account here and keep your money where it will be safe 
and profitably employed. 






COMMERCIAL BANK ADVERTISING 91 

The greatest advantage of a bank account often is the actual 
amount of money accumulated, which is a valuable reserve for 
present or future requirements. 

The president of this bank exercises a general oversight in its 
affairs, with special duties as chairman of the board of directors. 
He is always approachable and ready to consider carefully the 
requirements of the bank's customers. 

The bank safeguards money, makes its handling accurate and 
convenient, promotes the exchange of business transactions from 
one section to another and encourages the saving of money. 

If a depositor draws several checks aggregating more than he 
has standing to his credit, the bank pays them in the order of pres- 
entation, without regard to dates or numbers, until the depositor's 
credit is exhausted. 

All drafts, after they are paid, are canceled and returned to the 
bank issuing them. They are kept by the bank for a long time 
so that they can be seen if necessary. 

Your personal business interests would be bettered by a bank 
connection. We believe that this bank can serve you advantage- 
ously. 

You cannot afford to be in business or handle your personal 
finances without taking advantage of the great convenience and pro- 
tection afforded by the bank. 

Get into the proper relation with this efficient institution to de- 
rive the utmost benefit from its up-to-date banking facilities and 
the intelligent service which we are able to give, and habituallj 
do give to all our customers. 

You will never fully appreciate the convenience of a checking 
account until you have one, and use the bank regularly. 

If you have not already joined forces with us, come at once. 
We will safeguard your money and help you in ^jour business. 

Our certificates of deposit are issued in any amount, payable in 
any stated time. They earn — per cent, interest and are payable 
to order and negotiable at all times, making a good investment and 
valuable collateral. 



92 2000 POINTS FOR FINANCIAL ADVERTISING 

The tellers in this institution are efficient in their work and cour- 
teous in their treatment of customers and inquirers. 

Will you not make a personal application of this matter now by 
getting into touch with this bank? 

Paying by check you obtain a positive receipt and take a step 
forward in others' estimation by showing that you are progressive 
and carry a bank account. 

If you become a depositor in this bank there is one important 
service we will perform for you without charge — the accounting and 
auditing of all transactions involving the payment of money. 

Our hope and effort shall be to serve you so well that you will 
be pleased to recommend to your friends this bank and its services 
in all matters of banking. 

In any prosperous business surplus accumulates year after year. 
Such surplus funds can be profitably deposited in this bank, whose 
loans are unusually safeguarded and which pays interest on time 
deposits. 

All the money you deposit with us is safeguarded by approved 
and up-to-date methods, strong legal restrictions and the ability 
and integrity of our officers and directors. 

When collections are slow and capital is tied up in stocks of mer- 
chandise the wise man goes to his banker for funds with which to 
maintain his credit. 

We have been in business here for many years, and in all that 
time not one cent has been lost by depositors, while we have paid 
out thousands of dollars in interest on deposits and have assisted 
a great many of our customers in their business. 

If you have not yet found out by actual experience the manifold 
benefits of a checking account come in and see us about it at your 
earliest convenience. Our officers will be glad to meet you and talk 
over banking matters with you. 

Ample capital and surplus guarantee the safety of this bank 
and assure its ability to accommodate its patrons. 

Young men, get a good bank back of you. It will be a factor 
in your success. Come in and talk with us about this. 



COMMERCIAL BANK ADVERTISING $S 

There is no one thing that contributes more to develop a good 
credit than the regular maintenance of a checking account in a 
substantial institution like this. 

If you are not entirely familiar with the advantages of a check- 
ing account come in and see us at your convenience. You will be 
welcome to all the information and help we can give you. 

We want you to learn to take full advantage of every facility 
this bank offers you. 

Becoming a depositor with this institution will open up to you 
many new privileges. Call or write to learn how we can help you 
in your business. 

We have character, the organization, the experience, the legal 
safeguards and the financial responsibility to give the soundest and 
most efficient service to the business community. 

A check book in your pocket with a balance to your credit in the 
bank gives you the "exact change;" a legal receipt for the money 
you pay out; if lost it is no more than losing so much blank paper; 
it enables you to pay money by mail instead of wasting time 
calling on creditors. 

For money you do not need immediately our certificate of de- 
posit is a very desirable investment — better than a savings bank 
account, because it is not subject to restrictions, like the 60-day 
rule. 

A certificate of deposit is immediately negotiable through any 
bank; it is not subject to arbitrary interest periods like the savings 
account, but draws interest from the day the money is deposited 
until the day it is withdrawn. 

You get from your bank more than you put in because you enjoy 
the full benefit of the experience, organization, ability and energy 
of a strong and completely equipped institution. 

A strongly organized bank like this gathers the working capital 
of a community and sets it at work in various industries and enter- 
prises. 

A strong directorate and an able executive staff assure wise 
management and prompt service at this bank. 



94 2000 POINTS FOR FINANCIAL ADVERTISING 

Bank drafts are bank money orders and their usefulness is wider 
than that of either Post Office or express money orders. 

Our sole business is to handle money matters, and our success 
Is in direct ratio with the success of our customers. 

The success of our patrons and the progress of the community 
are vital necessities of our own success. We feel that your inter- 
ests and ours are in many particulars mutual. 

Our advice to you, born of long experience in banking and other 
business, is, get in touch with the bank; it will mean a great deal 
to you in your business career. 

This bank is able to draw direct on its correspondents every- 
where in this country and in the British Isles, the Continent of 
Europe and in China and Japan. 

In establishing banking relations with us and building up a cred- 
it, you are simply putting yourself in line with the modern meth- 
ods of business in which credit figures very largely. 

You can transact your financial business with pleasure here; our 
bank is conveniently located and we offer every courtesy and at- 
tention to women customers. 

This bank considers it part of its business to help its customers 
in every reasonable and legitimate way. Open a checking account 
now, or if you have idle money, deposit it with us on interest-bearing 
certificate of deposit. 

Our facilities are excellent and we handle local and out-of-town 
business promptly. We M r ant to serve you. 

There is usually a long delay in getting money refunded in 
case a postal or express money order goes astray. The safe and 
convenient way to forward money is by bank draft. It can be du- 
plicated with far less trouble in case the original is lost, and it 
costs you less. 

To increase your business it will be a great help to have the ben- 
efit of our knowledge and experience which are yours to command 
as a depositor in this bank. 

Your money in the bank keeps the mills running, employs labor 
and helps to make good and prosperous times for all. 



COMMERCIAL BANK ADVERTISING 93 

Many who have a surplus over their present needs take advan- 
tage of the liberal rate of interest we pay on certificates of deposit, 
adding generously to their income, and keeping their money in 
safety until they want it. 

We know that we can help you and we know that you can help 
us. Step into the bank and get acquainted with our officers. Come 
in whether you are ready to open an account now or not. 

If you are about to go abroad come in and learn about a conven- 
ient and dependable method of having funds constantly available 
for use while traveling. 

A particular point of our service is the fact that we have spe- 
cial men for each department. Here you will not find one man do- 
ing the work of two or three and doing it indifferently. We be- 
lieve in specialization for good service. 

We want the thrifty people of this community, householders and 
business men, to learn the value of a bank account to preserve sur- 
plus from the imagined necessity of spending which is felt if your 
money is too readily accessible when the impulse comes to spend it. 

If you are starting in business you will soon find that you can- 
not carry that business far unless you establish credit at the bank. 

A large number of depositors has been attracted to this bank 
by its solidity, its progressiveness, its large loaning capacity, its 
accommodating spirit, and by the able, substantial and conscientious 
men behind it. 

Even if you expect to pay out immediately the entire amount 
of your deposit, bring it to this bank, for we firmly believe that if 
you can learn how safe and convenient it is to pay out by check 
you will never do otherwise. 

In cashing checks here you will receive only crisp, new bills and 
clean silver. We have very neat check books for ladies. 

Directly or indirectly, the bank affects every individual in the 
community. The more directly it affects you the greater benefit 
you will derive. 

Come in and learn how we are able and willing to help you in 
financial matters. 



96 2000 POINTS FOR FINANCIAL ADVERTISING 

The business man who grows angry when his credit is inquired 
into has something yet to learn. Credit is based on confidence, and 
the best way to keep confidence is to be willing to show at all times 
that it is merited. 

Stand by the bank and it will stand by you. 

This bank is always willing to co-operate with business men of 
sound judgment and character who have shown a disposition to do 
the right thing by maintaining a bank account and meeting their 
obligations regularly. 

The time saved in keeping track of your affairs by the bank's 
keeping your books and the ability to give the exact change 
in writing your check more than offsets the time lost in going to the 
bank with your deposits. 

The important transactions of this institution are not only in 
every particular understood and administered by its officers but 
also by its directors, who meet regularly and frequently to confer 
on its affairs. 

If you have a checking account you need not send money through 
the mails. You can send your check. If the check is lost your 
money is still safe in the bank. 

You will find us an able and willing ally in your business affairs. 

This bank derives strength from the strength and confidence of 
its depositors, many of whom have been customers of the institu- 
tion for years. 

The officers of this bank are always glad to meet customers per- 
sonally, and anything we can do to promote our mutual interests 
will be cheerfully done. Don't hesitate to talk things over with us. 

We want to supplement your manufacturing or merchandising 
machinery, so to speak, by our service and facilities. 

You need the convenience of a checking account and also the 
many other features of the service of a good bank, which are 
available only to its commercial customers. 

Deposit your checks here, no matter upon what bank they an 
drawn. Deposit with us and then pay your own accounts with you 
own check on this bank. 



: 



COMMERCIAL BANK ADVERTISING 97 

If you do not care to give your attention to household accounts 
you can be relieved of all bother by a checking account with us in 
your wife's name. The checks will record each item of the expense, 
month by month. 

The next time you have occasion to send money out of town 
come in and let us tell you about the bank draft method. 

As a bank depositor you enjoy so many advantages that you 
really cannot afford to try to get along without a good financial 
institution like this back of you. 

You get more out of a bank than you put into it. This is true 
in more ways than in the matter of interest on deposits. 

A good banking connection, steadily maintained, will mean pres- 
tige, credit, convenience, accommodation, sound advice and the hun- 
dred and one facilities of a modern banking institution. 

Paying household bills by check is a safe, convenient, clean and 
entirely satisfactory method. 

Any woman who has to look after the many details of house- 
keeping finds it a great convenience to pay her household bills by 
check. It is economy, too. 

The merchant who pays his bills when due and keeps up his 
bank balance is sure to enjoy good credit. 

At this bank we have made special provisions for the conven- 
ience and comfort of ladies. Our officers and clerks are glad to give 
help and advice at any time. 

There is nothing mysterious about a bank account. Some women 
seem to be afraid that there is. This bank takes special pains to 
make banking easy and convenient for ladies. 

While various services rendered by this bank are not limited to 
the exclusive benefit of depositors, a checking account here will 
result in a greater familiarity on your part with banking customs 
and often in the profitable use of some of the bank's services which 
are not available to those who are not depositors. 

Suppose you need to pay a certain sum of money to someone in 
New York, or anywhere. If you have the required amount on de- 
posit here you can send money anywhere quickly through this bank. 

7 



98 2000 POINTS FOR FINANCIAL ADVERTISING 

You may not realize it, but a good bank is indispensable to you 
as a business man and citizen. 

Many a man has found out that when his business needed extra 
capital or he wanted to get others in with him on some deal, his 
success has depended greatly on what his banker could say about 
him. 

With a check book of her own, your wife will find it unnecessary 
to keep much money in the house, and will avoid the trouble of 
making change. Her account is balanced by the bank each month 
and she can verify her records. 

Not infrequently there are occasions in almost every person's 
business or private affairs when it is necessary or desirable to send 
money to a distant point quickly. This bank is the logical place 
for you to go to have the matter taken care of properly. 

The best way, in fact the only way, to develop a satisfactory 
standing at the bank is to become a regular depositor. 

There are six classes of depositors who should be especially in- 
terested in having a bank account: — All who work for wages or 
salary; the capitalist, the professional man, or the woman who has 
a separate account; the business man who wishes to separate his 
private income or the surplus profits of his business from his gen- 
eral business capital; the public or private corporation; the exec- 
utor, administrator, guardian, assignee, receiver or trustee ; reli- 
gious, charitable, fraternal or other organizations. 

With a checking account your payments are systematized; loss 
of money by theft or carelessness is prevented; you always have 
the right change; each check shows date, amount and payee; paid 
check is the best receipt; bank gratuitously assists you to keep 
your books; merchants prefer that you pay by check; checks are 
clean, convenient and safe; it adds to your business prestige. 



CHAPTER III 

Trust Company Advertising 

An individual in handling a trust, no matter how honorable his 
intentions, is subject to many influences which may lead to a spec- 
ulative use of the funds in his charge. 

The trust company is impersonal and can have no interest to 
serve other than the safe handling of the funds entrusted to it. 

The business of a trust company is conducted by officers who 
are carefully selected, and are under bond for the faithful per- 
formance of their duties. 

This company and its customers have the benefit of the col- 
lective or combined honesty of a group of men whose individual in- 
tegrity has been proved. 

The management of this company, through a board of directors, 
provides a safeguard in that the various members of that board are 
not only a help to each other and the company, but they act as a 
check to any temptation to carelessness or worse. 

A very serious objection to the employment of an individual as 
executor or administrator is that a man who at one time may be 
thoroughly responsible financially, at another may be entirely with- 
out resources or responsibility. 

This company has as a guarantee of its responsibility the per- 
sonnel of its officers and directors, who are men of integrity, abil- 
ity, experience and financial responsibility, and also its large cap- 
ital and surplus. 

In most cases, an individual chosen as an executor has had no 
previous experience in the administration of estates. A loss due 
to such inexperience is just as real as though due to dishonesty. 

This trust company is experienced in the handling of the many 
questions which arise in the administration of estates, and every 
beneficiary under a will, in which this company is named as ex- 
ecutor, secures the benefit of this experience. 

99 



100 2000 POINTS FOR FINANCIAL ADVERTISING 

The various branches of the work we are called upon to do are 
in the hands of men who are specialists and experts in those lines. 

The same reasons which lead a man to employ a lawyer, a 
physician or an architect, when he has need of the special services 
which these men give, should impel him to turn to an efficient trust 
company in all matters of a fiduciary nature. 

Every man must die, and the death or the disability of an in- 
dividual executor may occur at a time most prejudicial to the in- 
terests of the estate in his charge. 

We are constantly building up an organization and a personnel 
which will carry on the work of the company and look after the 
interests of its customers, no matter what happens to any indi- 
vidual member of the company. 

When you choose a corporate trustee or executor like this com- 
pany, you need never worry about the careful carrying out of your 
wishes concerning the handling of your property now or hereafter. 

The trust company is an indispensable factor in modern business 
and finance. 

As a bank, this company can receive deposits in checking and 
savings accounts; buy and sell exchange; issue certificates of de- 
posit; loan money on good security; buy and sell bonds, stocks, 
negotiable paper and other securities; and give advice on all mat- 
ters of business and finance. 

As agent, we can invest money for our customers; manage their 
real and personal property; collect taxes and other obligations; 
manage estates — collecting rents, insuring property, drawing deeds 
and making contracts; look after investments — collecting dividends, 
coupons, notes or other obligations. 

The banking service rendered by this institution is high class, 
because our strength is unquestioned, our equipment is adequate, 
our location is convenient, our staff is able, experienced, courteous 
and trustworthy. 

If you desire to make provision for any member of your family, 
or any other person after your death, a life insurance policy pay- 
able to this company as trustee, together with instructions as to the 
disbursement of funds, will take care of the matter automatically. 



TRUST COMPANY ADVERTISING 101 

As trustee or guardian, we can receive money in trust; act as 
guardian of the estate of a minor or incompetent person. All our 
business is handled in a strictly confidential manner. 

As executor or administrator, we faithfully carry out the pro- 
visions of wills, acting alone or as joint executor; write wills and 
preserve them in our vaults till called for. 

The requirements of the ideal executor and administrator are 
honesty, responsibility, capability and permanence. This company 
possesses all of these in a high degree. 

We will undertake to collect life insurance and apply the pro- 
ceeds in accordance with such trust agreement as may be made. 
In this way you secure the disbursement of your life insurance 
without the publicity inevitable when your desires are expressed 
fully in the provisions of a will. 

This company is authorized and makes a business of serving as 
administrator or executor, consequently its ability in such lines is 
greater than that of the individual who, as a rule, does it only 
once. 

When you employ this company in any capacity of trust, you 
have the benefit of the collective honesty, ability and experience 
of the officers and directors of the institution. 

If you have money awaiting permanent investment, a good plan 
is to deposit it with this institution and obtain an interest-bearing 
certificate of deposit. It is a safe, convenient and profitable 
method. 

The safe and efficient trusteeship which this company gives costs 
you no more than similar services rendered by an individual, while 
the advantages of the corporate over the individual trustee are 
manifold. 

The most competent individual has only his own experience and 
knowledge to qualify him. This company has large financial re- 
sources, the combined ability of experts and specialists, corporate 
integrity and composite judgment, unbiased by family or other 
influences. 

This company takes sufficient time to perform its work well, it 
neglects none of its duties and it lives to execute the longest trust. 



102 2000 POINTS FOR FINANCIAL ADVERTISING 

There is no need to subject an estate to the severe drain upon 
its resources inevitable when heirs go to law. If the will is legally 
and clearly drawn, and a competent executor is appointed, there 
need be no trouble. 

Preserve the integrity of your estate by putting it into the 
hands of this institution which has these factors of dependability: — 
Assured existence, collective experience, state supervision, and large 
financial responsibility. 

A trust company as executor means absolute protection for those 
you wish to protect and against any who might take advantage of 
them. 

It is wise to employ expert service in connection with the making 
and executing of your will. It often means the material enhance- 
ment of an estate while in process of settlement, instead of its 
partial or total dissipation. 

Make your will now. If you put it off till too late, the estate 
probably will not be divided just as you would like to have it done. 

If you wish your wife to own any real estate at all, you must 
make a will. Otherwise she will have only the use of, or income 
from, one-third of the real estate you own. 

The opportunities of a trust company for genuinely helpful 
service to its patrons are many. May we not have the privilege of 
explaining them to you? 

We desire to come into confidential relations with our customers. 
We gladly give depositors the benefit of our business knowledge 
and experience — especially in the matter of investments. 

This company is organized under laws enacted especially to pro- 
tect it and any business, estate or funds entrusted to it. 

Every modern equipment, convenience and system for facilitating 
the business of the company and its customers is in use here, thus 
avoiding losses and delays. 

This institution is a depository for others acting as executors, 
administrators, guardians, etc., and for court funds. As a safe, 
convenient and profitable method of caring for such trust funds, 
we recommend our interest-bearing certificates of deposit. 



TRUST COMPANY ADVERTISING 103 

Ax efficient staff of expert employes at this bank meets the 
banking requirements of its customers and keeps the records of the 
institution. 

The success of this institution is due largely to its facilities for 
giving good advice on money, real estate, investments and the many 
things involved in the handling of such matters. 

The business of this company is under the close supervision of 
our Board of Directors, which meets every week, and an executive 
committee, which meets several times a week. These men pass on 
all loans made and consider all matters of importance in connection 
with the institution and the trusts in its charge. 

We act as trustee for individuals, investing their money for them 
and paying to them whatever income is derived from it, less a small 
commission for our service. 

Individuals die. They become sick or infirm. They go away. 
When you put a trust matter in our hands you put it where it is 
beyond the possibility of interference from such causes. 

Set your house in order by putting everything into the hands 
of a great, impersonal, incorruptible and thoroughly efficient and 
dependable institution like this. 

Using our certificate of deposit plan, you get all the security 
afforded by the large resources, careful management and strict su- 
pervision of this institution, and at the same time receive liberal 
interest on the money deposited. 

We are examined at least once a year by the State Banking 
authorities, to whom we make five reports annually. Moreover, the 
company's books are examined twice a year by a committee of our 
stockholders, who employ expert accountants to assist them. 

Our certificates of deposit possess all the advantages of the 
highest grade bonds, and many more. They are not subject to 
fluctuations in value. 

Make us your agent now and your executor under will so that 
the trustee work of your family may be kept in the same hands 
from one generation to another. The thorough knowledge of con- 
ditions which comes from intimate connection with certain interests 
over a long period of years is of inestimable value to an estate. 



104 2000 POINTS FOR FINANCIAL ADVERTISING 

Our certificates of deposit, being absolute evidence of money 
deposited^ are security upon which you can readily borrow money 
anywhere. 

The trust company plan is the only sensible and businesslike way 
to take care of the all-important matter of the handling of your 
estate after the inevitable takes place. 

In probate business of all kinds this company is accountable to 
the court for the faithful performance of its duties, and must 
render complete statements, which become part of the public 
records. 

The trust company would be regarded as a public benefactor if 
people generally had a clear understanding of its work. 

Our methods of caring for estates and the economies we effect 
in their management entitle us to the consideration of every 
thoughtful man and woman in the community when it comes to 
carrying out matters of trust. 

You can depend absolutely on the service of this institution which 
is strong financially, and is free from all the drawbacks and limi- 
tations of a single individual endeavoring to perform the same 
service. 

The trust funds of this institution must be kept separate from 
all other funds in our custody, and the accounts are audited several 
times each year by the State Banking Department, while the ac- 
counts of an individual executor, trustee or guardian are audited 
only on final settlement. 

The final test of efficiency is results. Therefore, the most com- 
petent executor is the one who best serves and conserves the inter- 
ests placed in his charge. Emphatically the trust company gives 
the best service in this respect. 

The cost of employing this impartial and disinterested trust 
company — the most competent executor — is no more than for an 
individual acting in that capacity. 

If there is anything connected with the care of property, invest- 
ing your money or the making of a will which is bothering you, 
come in and consult us or write us about it. Our business is to 
help people in such matters. 



TRUST COMPANY ADVERTISING 105 

There are many things this company can do more promptly, 
with greater skill and with less expense, than is usual with in- 
dividuals acting in the same capacity. 

Many men leave their financial affairs in disorder when they die 
without having made a will. Their property is at once involved, 
and the aid of the courts is often necessary to straighten matters 
out. Have you made your will? 

Risks attendant upon individual fallibility are minimized or 
eliminated by corporate strength. 

In dealing with this company you are not depending on the 
knowledge of an individual, but upon the combined wisdom of a 
board of directors of ample experience. 

We seek an opportunity to explain fully to all who are in possi- 
ble need of our services our qualifications for the handling of every 
matter of trust. 

This company has at its command for the benefit of its customers 
a great deal of expert knowledge — not just information, but knowl- 
edge, which is more exact and systematic. 

Estates are sometimes frittered away because of unfaithful or 
incompetent INDIVIDUAL management. 

Do j^ou appreciate honest, energetic and sane business methods 
and would you like the cooperation in the handling of any matter 
of trust of an organization with such ideals, ability and sound 
backing as ours? 

In the routine details of the company's work the utmost accuracy 
and the most systematic and up-to-date methods are used. 

The trust company has come to be a necessity of modern busi- 
ness. This company is filling a place of constantly increasing im- 
portance in the commercial affairs of this city. 

We invite the fullest investigation of our methods and would 
like to tell you of actual benefits that have accrued to estates we 
have handled and trusts we have executed. 

The indifference of the average individual administrator to the 
requirements in regard to reports, appraisements and such details 
often results in trouble and actual loss of money to the estate. 



106 2000 POINTS FOR FINANCIAL ADVERTISING 

We are under strict and constant supervision not only on the part 
of the State Banking authorities but also by the directors of the 
institution themselves. 

This company is careful. It exercises caution, foresight and 
good judgment in all of the various departments of its business. 

All the many safeguards thrown around financial institutions 
would amount to little if the men behind these institutions were 
not absolutely trustworthy in every respect. 

We seek the opportunity to show you how we can help you in 
your business. 

We are prompt to seize opportunities for the benefit of our cus- 
tomers. We prevent unnecessary expenditures, but at the same 
time are not narrow or unprogressive. 

In the handling of trusts we act exactly as if the matter were 
our own private business, only more carefully, if anything. 

The carefulness manifested in every branch of our business is 
an earnest of the carefulness we would use in the transaction of 
any business you might place in our charge. 

The trust company's field of operation is broad and it appeals 
very strongly to that large part of the public whose needs are not 
met by other institutions. 

An estate may consist of equities or of mortgaged property which 
may need the outlay of considerable sums to preserve it or to pre- 
vent the sacrifice of the assets by sale in a declining market. That 
is where a trust company as executor is better able to cope with the 
situation. 

With your surplus money invested in our certificates of deposit, 
you have the absolute guarantee of a fixed return on your money 
and you are freed from all worry which is incident to more specu- 
lative forms of investment. 

Unless he be a man of commanding business capacity and un- 
usual fidelity to his trust, no individual can equal the efficiency of 
a corporate trustee or administrator. 

Our judgment is the combined judgment of a number of upright, 
able and sound-minded business men. 



TRUST COMPANY ADVERTISING 107 

The honesty of the officers, directors and employes of this com- 
pany is more than on-the-surface. It is the result of inherent 
character and principle, extending through every feature of our 
business and in things beyond the legal requirements. 

We invite careful inspection of the personnel of this institution. 
These men stand on their record of character and achievement in 
the business life of this community. 

Ask for full information about the work of this company as 
executor, administrator, guardian, trustee, etc., and how we can 
safely invest money for you or handle any matter of trust. 

The individual trustee may not be called upon to handle more 
than one estate in his lifetime, but it is the CONSTANT business 
of this company to discharge such duties and responsibilities. 

This company is free from the personal relations which always 
influence an individual more or less. It is governed solely by busi- 
ness considerations and cannot be tempted into speculation of any 
kind. 

We have in our organization men especially expert in the various 
branches of trust administration, and it is not the experience of one 
man, but of many. 

There is such a thing as "collective" experience, ability and 
honesty. We consider it one of our best assets and one of the 
strongest bids we can make for your business. 

We always act under the strict supervision of the State. 

From experience we know that depositing and withdrawing by 
mail is entirely satisfactory. We want to tell you in detail why 
it is safe, convenient and profitable. 

We are confident of our ability because we have knowledge and 
experience derived from the successful handling of many estates. 

As executor, this company faithfully carries out the provisions 
of a will. 

Our qualifications include: — Wide experience in the matter of 
investments; familiarity with probate law, the law of descent and 
distribution; financial responsibility and connections, and oppor- 
tunities for advantageous disposition of the property to be sold. 



108 2000 POINTS FOR FINANCIAL ADVERTISING 

We consider our impregnable safe deposit vault part of the 
equipment of our trust department, as it gives absolute safety to 
the perishable but very valuable papers of our clients. 

Energy is not often considered in connection with the work of 
a trust company, but we believe that it is a very important factor 
in the success which has come to us in pushing the mutual interests 
of this institution and its customers. 

A trust company cannot be too well prepared to perform the 
very important duties that devolve upon it — even in the mechanical 
features. 

The books of this institution are kept by experts. They show 
at any time the exact condition of every account. They are ex- 
amined by the State and audited by the court. 

All of the officers and directors of this company are men of 
demonstrated business ability. Their combined or "collective" abil- 
ity works for YOUR benefit when you employ us. 

Knowledge is power. Successful experience in the handling of 
trust matters enables us to know exactly what to do to accomplish 
the best results in the quickest and most satisfactory manner. 

Ability is another word for power — it makes honesty and 
experience effective. Employing this company in matters of trust, 
you have the benefit of multiplied ability. 

You run a great many chances when you place a trust, such as 
the handling of an estate, in the hands of an individual trustee. 

A portion of your property may be set aside, under a declara- 
tion, for the benefit of your children. Such a trust ought to be 
safeguarded against the possible improvidence or misfortune of 
your beneficiaries. 

Rents and other income will be collected and credited, or re 
mitted if desired. Leases will be executed, repairs made and th 
payment of taxes and insurance attended to carefully. 

We are legally authorized to act in every capacity of trust and 
are better fitted than an individual to do so because of the collectiv 
honesty, ability and experience of the men who direct the company 
and perform the services required by its customers. 



TRUST COMPANY ADVERTISING 109 

We place at your disposal expert service and a very complete 
organization. 

This company is prepared to assume the entire management of 
real estate and personal property of persons who, on account of 
absence, ill health or other cause, desire to be relieved of the 
responsibility. 

Even without the strict oversight of the State, and the large 
financial responsibility back of us, your interests in our bank 
would be perfectly secure and looked after with great advantage 
to you. 

Call or write for full particulars of the many ways in which 
this strong and efficient institution can help you. 

One of the most important services that a trust company may 
render an estate is to preserve the property when debts are pressing. 

There is such a thing as "collective experience." That is an- 
other strong point of our service. 

In the general administration of trusts in all their details a 
corporation like this has the advantage of employing men who do 
that very business and nothing else. 

An individual executor, assignee or receiver, for example, is 
bound to be more or less biased in many cases. It may be uncon- 
sciously, but nevertheless the bias exists. 

Frequently this company has saved more than the cost of ad- 
ministration to estates in its charge. 

Not the least point in favor of a trust company as compared 
with an individual in matters of trust is its absolute impartiality. 

A corporate is better than an individual trustee because it never 
dies and it is never absent or too busy for immediate action. 

Doing its work by the collective judgment and efforts of several 
experienced persons, this company is superior to individual human 
frailties of judgment and conduct, which so often result disastrous- 
ly in the case of a one man trusteeship. 

We write wills and preserve them in our impregnable vaults. 
We have the constant benefit of expert legal advice. 



110 2000 POINTS FOR FINANCIAL ADVERTISING 

This company is authorized, under careful legal safeguards, to 
act as trustee under life insurance policies to invest the money 
and pay the income to the wife or child, until any specified time, 
when we pay the principal, also, as directed in the will. 

Administration of estates left without wills; receiver or as- 
signee of enterprises in financial difficulties ; agent for persons 
who want to be relieved of the management of their own business 
and property affairs — These are a few of our services. 

In addition to the faithful and efficient performance of trust 
functions, this company does a general banking business, providing 
all the facilities and safeguards of a properly conducted bank. 

There are many important services which trust companies are 
constantly called upon to perform, and for which they are pecul- 
iarly adapted. 

Men who have devoted a good part of their lives to securing a 
competence for their families realize that it is quite as important 
to preserve the results of their labors. 

In case an individual trustee dies or for any reason cannot con- 
tinue to act, the appointment of a successor by the court involves 
delay, trouble and expense — possibly litigation. 

This company can act alone or with the wife or some friend of 
the testator. 

We may be named as trustee to hold property in trust for a 
wayward son or to protect a daughter from a spendthrift husband. 

An escrow is a trusteeship where securities or a deed of prop- 
erty are placed in trust until certain conditions have been fulfilled. 

If you are planning to make your will and choose an executor 
or have other trust business in mind consult us to learn how well 
we can serve you. 

Experience is one of the greatest elements of value in the serv- 
ice of a trust company — not the experience of one man alone, but 
of many. 

The work within this institution is divided into different de- 
partments, each under the supervision of a man whose integrity 
and ability have been thoroughly tested. 



TRUST COMPANY ADVERTISING 111 

Our directors' collective experience works greatly to the benefit 
of the estates and the other interests placed in their charge. It 
enables us to be most economical in administration, to grasp favor- 
able opportunities., to avoid mistakes. 

Our advice and information on investment matters is always at 
the disposal of our customers. 

This company acts as executor, administrator, assignee, trustee, 
guardian, attorney in fact, or agent. 

Our directors are constantly in touch with the work of the insti- 
tution and the officers must make frequent reports. 

The matter of supervision is an all important one as regards the 
work of a financial institution. The laws of the State are very 
strict in this particular. 

The cost of the services of an efficient corporate executor, ad- 
ministrator or trustee is no greater than that of an individual act- 
ing in the same capacity. 

The officers and staff of this company have had a vast amount 
of experience in matters of a fiduciary nature. 

The trust company has the experience, the organization, the 
ability back of it, and being impersonal it is impartial. It is al- 
ways in its office, always attending to business and always account- 
able to the courts. 

A corporation designed and authorized expressly to perform 
such duties is better fitted than any individual trustee or adminis- 
trator could possibly be to conduct a trust with economy and bus- 
inesslike fidelity. 

It pays to employ the kind of service we render in fiduciary 
matters. 

We take an enthusiastic interest in getting the best possible re- 
sults in every matter placed in our hands. We have no slipshod 
methods. System, accuracy and promptness are our watchwords. 

We always have the very latest information concerning all cor- 
porate securities actively dealt in on the New York Stock Ex- 
change. This information is kept on a card system and is revised 
daily. 



112 2000 POINTS FOR FINANCIAL ADVERTISING 

It is just as safe and reasonable to bank by mail as it is to do 
any other kind of business through the Post Office. 

We have a steadily increasing number of banking by mail ac- 
counts and these depositors are so well pleased that they are freely 
recommending the plan to their neighbors and friends. 

This is an age of specialists. The best work in every field is 
being done by men who specialize — do one thing so often that they 
learn to do it well. 

A man may be perfectly honest and he may have had consider- 
able experience, but he will not reach the fullest measure of business 
success unless in addition to honesty and experience he has ABIL- 
ITY. 

A corporate executor like this is better than an individual be- 
cause it has superior knowledge, wide experience, a complete or- 
ganization for service. 

We are free from all influences which might affect an individual 
executor in the performance of his duties and are always to be 
found and always at work. 

We accept deposits subject to check; safeguard securities in our 
impregnable vaults; collect bonds, mortgages, interest, dividends, 
coupons, etc. ; care for investments and handle estates. 

The only safe way is to choose as your trustee or executor a 
corporation like this. Its existence is perpetual, its services are 
alwa}^s available and it invariably complies promptly with every 
legal requirement. 

We are constantly subject to the inspection of the State Bank- 
ing authorities. We must make several full reports of condition 
every year and at all times are to be prepared for an official ex- 
amination. 

In many cases we have been able to save estates more than the 
entire cost of administration just on account of our economical, 

business-like methods. 

The laws of the State make a bulwark of strength for the ben- 
efit of every individual or interest whose affairs are placed in our 
hands. 



TRUST COMPANY ADVERTISING 113 

Authorized by the State, under stringent safeguards, to act as 
executor, administrator, trustee, receiver, assignee, agent or guard- 
ian, this company brings to such work the trained ability of men 
who have long specialized in this department of business. 

We have the strongest legal, physical and financial safeguards 
which it is possible for a customer to demand or receive. 

You can have absolute confidence that your interests will be cared 
for with accuracy and fidelity in every respect and that every re- 
quirement of the law and business common sense will be complied 
with strictly. 

A letter of credit is a draft issued by a bank which authorizes 
the holder to draw upon the issuing bank at sight to an amount not 
exceeding that named in the letter. 

You can do nothing wiser than to place your interests in the 
hands of this experienced and thoroughly responsible trust com- 
pany. 

The honesty of the officers, directors and employes of this com- 
pany is beyond question. It is tried and proved and extends 
through every feature of our business — even beyond the legal re- 
quirements. 

This company has large capital and a constantly increasing sur- 
plus, our investments are conservative and secure, and no sort of 
speculation enters into our business affairs. 

Fidelity and conservatism govern all our acts, our officers are 
men of proved integrity and ability, trained and experienced in 
the discharge of their duties, and we operate under the strictest 
legal safeguards. 

It is an almost unheard of thing for a group of men associated 
together to go wrong at one and the same time, especially when 
eoich one of them has behind him a long, clean record in the com- 
munity. 

We invariably retain expert legal talent. This counsel is avail- 
able to every estate or interest we handle, large or small. 

In investments, loans and expenditures we take no chances. This 
is not a one-man institution. 

8 



114 2000 POINTS FOR FINANCIAL ADVERTISING 

Millions of dollars pass back and forth through the mails daily, 
going between banks, business houses and individuals, and, when 
the safeguards provided are used, not a cent is ever lost. 

On account of its stability, organization and collective character, 
ability and experience, this trust company acts with greater wisdom, 
economy and efficiency than any individual possibly could. 

This company exercises caution, foresight and good judgment 
in all of the various departments of its business. 

If you decide to put money into a new enterprise, provided other 
capital can be interested, or if an option can be secured, use us 
as agent to hold the money until every condition is satisfied. You 
can make the investment and at the same time keep it safely in your 
own control. 

This is only one of a score of ways in which a modern trust com- 
pany like this can help you. We will be very glad to give you 
further information. 

In the case of an individual trustee, one man, possibly inexpe- 
rienced, must supervise all the details of the trust, whereas in an 
institution like this the work is divided up among specialists and 
trusts are looked after or estates handled with the greatest possi- 
ble economy of time and money. 

Experience has shown that a reliable corporation like this com- 
pany as assignee is likely to turn over a much larger percentage 
to creditors than an individual would, no matter how honest and 
well meaning lie might be. 

At this institution action is taken in every important case as the 
result of the collective judgment of several experts. 

The security of funds deposited in this institution is assured. 
Every possible safeguard — physical, legal, financial and human — 
is thrown around deposits and every feature of the operation of 
our business. 

In a certificate of deposit investment you do not have to bother 
about taxes, rents, insurance, depreciation of property, default of 
interest, foreclosure proceedings and the hundred and one other 
things that cause you loss of time and money when you invest in 
real estate or mortgages, for instance. 






TRUST COMPANY ADVERTISING 115 

The mutual interests of this institution and its customers are 
protected by the co-operation of officers, directors and employes^ 
who are at once a check and a help to each other. 

One of the great elements of strength in a corporation like this 
lies in the fact that the "collective integrity" of its board of direct- 
ors provides a system of checks and balances which make anything 
but the strictest honesty an impossibility. 

To most business men there come times of uncertainty — days 
when they are not quite sure which way to turn or what step to take. 
It is at such times that the help of a good bank is most appreci- 
ated. 

The individual executor may be inexperienced; he may prove 
incompetent or dishonest; he may be burdened with other duties; 
he may be absent when his presence is most needed; he may meet 
with an accident, become ill or mentally unbalanced; he will surelv 
die, possibly soon. 

In investments, loans, expenditures we take no chances. Our im- 
portant steps are taken only as the result of careful deliberation 
on the part of as sound, sane and conservative a board of directors 
as is to be found anywhere. 

Although an individual trustee is required to give bond, the 
maker of the bond may die or become financially irresponsible. 

The combined experience of specialists gives this company a vast 
amount of efficiencjr in the handling of all matters of trust. 

The united ability and experience of such a group of men as 
the officers and directors of this company is at your disposal when 
you entrust any of your interests to our care. 

Errors of judgment are not at all likely to occur when any 
course is taken as the result of the combined discretion of a large 
number of experienced men of recognized standing in financial and 
commercial circles. 

Besides having the brains, experience, integrity and financial re- 
sponsibility fitting us for the performance of the work entrusted 
to us, this company uses the most scientific methods of accounting 
and the best equipment for the quick and accurate handling of 
business. 



116 2000 POINTS FOR FINANCIAL ADVERTISING 

Government bonds are safe, but they pay only about 2 per cent. 
The certificate of deposit of this company is as safe as a govern- 
ment security and pays a third more interest. 

Send us your name and address on a postal card and we will 
give you interesting details concerning this safe, convenient and 
profitable plan of banking by mail. 

Your money invested in the certificates of deposit of this com- 
pany is secure in the protection afforded by large financial respon- 
sibility, the strictest State examination and regulation, and the 
management of an able, experienced and upright board of directors. 

Remember, the strength of this company is five-fold — unques- 
tioned integrity, proved ability, extensive and successful experience, 
ample resources and legal safeguards. 

The trust company is a more flexible institution than a bank be- 
cause it has agency and trustee powers which National, State and 
savings banks lack. 

An individual is subject to every human misfortune, and your in- 
terests in his charge are imperiled accordingly. 

Not a few individuals and business houses in this community 
can thank us for timely aid and counsel. 

This trust company can provide you with letters of credit, made 
payable to yourself and available everywhere. 

A letter of credit is one of the greatest conveniences for the 
traveler abroad. 

In banking with this institution you enjoy absolutely confidential 
business relations. Our clerks have been so carefully trained that 
you can be sure of this. 

One of the best recommendations for a trust company as admin- 
istrator is that when a trained, efficient organization like that of 
this company handles an estate the records required by the court 
are sure to be full, exact and definite. 

Avoid risks by committing your trust to this strong company, 
which is legally empowered to act as trustee, is surrounded by every 
possible safeguard, has had wide and successful experience, and 
WHOSE LIFE IS PERPETUAL. 



TRUST COMPANY ADVERTISING 117 

It costs you nothing to get full information concerning this com- 
pany and its plan to handle accounts by mail, but it may mean a 
great deal to jqu to have this information at hand. 

Where an estate is controlled by a corporation like the trust 
company the greatest advantage may be gained from the fact that 
this company is in a position to make temporary cash advances and 
avoid sacrifices on the part of the estate. 

It is sometimes more profitable to deposit money here and let it 
draw interest on a certificate of deposit than to buy a mortgage 
because the delay in making mortgage loans and the consequent 
loss of interest, time and effort, lessens the earning capacity of such 
investments. 

Among the factors of strength back of our certificates of de- 
posit are these: Resources largely in A No. 1 real estate mortgages. 
Strict State supervision, and the management of directors and offi- 
cers who are men of probity, ability and experience. 

A fully equipped trust company has superior facilities for find- 
ing investments, for judging of their value, for keeping constantly 
advised as to changes that affect them, for maintaining custody of 
them, and, for disposing of them. 

Banks and trust companies throughout the United States are 
now carrying many thousands of banking by mail accounts, the 
total amount of which is up in the millions. 

Few individuals who are available have wide experience in the 
handling of estates or the investment of funds. 

Skill, talent, experience — these all have a very important bear- 
ing as ajiplied to the service of a trust company. The right kind 
of ability for the work of an executor or administrator may mean 
a difference of many thousands of dollars to an estate. 

In the past year this trust company has earned for beneficiaries 
on all investments made by us an average of — per cent, above 
taxes, commissions and all legal expenses. 

This company is the best executor and trustee, either individual 
or corporate, that could be selected. Whatever a man may think 
about speculating with his own funds, he does not wish any specu- 
lation in the management of his estate. 



118 2000 POINTS FOR FINANCIAL ADVERTISING 

Good mortgages are what every conservative person should wish 
his trustees to put his money into, and that is what this company 
does with the trust funds in its keeping. 

With a checking account in this institution you have such ad- 
vantages as these: 

Your payments are systematized. 

Loss of money by theft or carelessness is prevented. 

You always have the right change. 

Each check shows date, amount and payee. 

In short, paying by check you have the satisfaction of using a 
modern business method. 

Checks are clean, convenient and safe. By using them you have 
the free assistance of the bank in your bookkeeping. 

Merchants prefer to have their customers pay with checks. 

Moreover, it adds to your business prestige and social standing 
to settle accounts with checks drawn on a STRONG trust company 
like this. 

Among the duties of an executor or administrator are: 

To secure the assets of the decedent and to preserve them for 
the benefit of the heirs. 

To protect and pay creditors and to distribute the property as 
the will directs or as the law provides. 

Thus the administrator or executor is both the representative of 
the deceased and the agent for the living — a position of the most 
sacred trust and confidence. 

A trust company is best fitted to perform such duties with intel- 
ligence, economy and fidelity because it is absolutely unbiased by 
any personal considerations and does its work with the combined 
training, ability and honesty of a number of men of proven char- 
acter and successful business experience and is surrounded by the 
strongest legal safeguards. 



TRUST COMPANY ADVERTISING 119 

As an agent this company can — 

Invest money for other persons and corporations. 

Manage their property, real and personal. 

Collect income and interest, pay taxes or other obligations. 

Manage estates, collect rents, insure property, draw deeds. 

Take charge of mortgages, or other investments. 

Collect dividends, coupons, notes, bonds or other obligations. 

Execute all escrow agreements. 

As guardian this company may — 

Care for the estate of a minor or an incapacitated person. 

Act as trustee, agent or attorney. 

Act as receiver, assignee, advisor. 

Our business is handled confidentially. We divulge no informa- 
tion except to those entitled to it. 

Our ability, experience and organization enable us to handle all 
matters with the maximum of efficiency and the minimum of expense. 

Some other points worthy of consideration are the following: 

Personnel of management; capital, surplus and reserve; di- 
rectors that direct; carefulness in loans and investments; State 
supervision; registry of bonds and stocks; transfer and fiscal agent; 
personal supervision by officers; investment department, bonds, etc., 
for trust funds; handling real estate, paying and collecting rent; 
paying taxes, insurance, etc. 

Auditing and regular examinations; employes handling securities 
are bonded; modern and complete office equipment; free advice of 
officers; making and carrying out provisions of wills; promptness, 
fidelity, courtesy; collections on all points promptly and cheaply 
made; quality of assets, doubtful paper charged off; interest on 
time deposits and checking accounts; executor, administrator, trus- 
tee, guardian, assignee, receiver; interest on daily balances. 



120 2000 POINTS FOR FINANCIAL ADVERTISING 

Trustee under mortgage securing bonds; making loans to depos- 
itors; banking by mail; handling conservative and meritorious con- 
struction enterprises. 

Agent and attorney in fact of inexperienced persons and of be- 
nevolent and religious institutions and orders; agent and attorney 
for non-residents; depository for fiduciary officers; liberality, ac- 
curacy, stability; comparative statement of growth of institution; 
send for free booklet giving information to the public; legal de- 
positary for trust funds; discounting business notes; safe deposit 
department; making audits for corporations, municipalities, institu- 
tions and individuals. 

As much attention to small as to large accounts ; trust funds kept 
separate; guaranteeing real estate titles; handling fraternal and 
secret society finances; total amount of interest paid in history of 
company; trust company does not die, go insane or otherwise be- 
come incapacitated; other advantages of corporation over an indi- 
vidual; large reserve in cash on hand and in banks; clearing-house 
arrangements; detailed report to banking department; inquiries 
about assets, management and policy welcome; company independ- 
ent, of control of any single interest. 

Depository for State, city, court and trust funds; tell all about 
checks; tell about physical safety (from fire, burglary, etc.); prop- 
erty in escrow; let us be your bookkeeper; women's department; 
checking accounts for women (convenience, safety, etc.) ; distribut- 
ing incomes; investing trust funds for widows and orphans; inter- 
ested in welfare of customers; convenience of location and facili- 
ties in banking quarters; correspondent banks and collection facil- 
ities; facts about industries and geographical advantages of com- 
munity. 



CHAPTER IV 

Safe Deposit Advertising 

You should keep your will in a safe deposit vault. 

You should keep your fire insurance policy where you can get 
it "after the fire." 

You should keep the deed to your property in our vault. 

You should keep your life insurance policy where your family, 
can get it if you die. 

You should have a place of safe storage for your jewelry or val- 
uable heirlooms. 

If you own a bond you should keep it in a safe deposit vault 
where it is safe. 

You should store your silverware in our storage vault when you 
go away from home. 

If you have an abstract of title/ or in fact any valuable papers, 
you should insure them against loss by renting a safe deposit box. 

Protection is not expensive; it amounts to an investment that is 
continually paying for itself — the peace of mind — the sense of se- 
curity — that comes from having one's valuable papers lodged in a 
fire and burglar proof vault is worth many times the cost of a safe 
deposit box. 

If your valuable papers and other precious belongings are worth 
a few cents a day to you there should not be a moment's hesitation 
in placing them in a burglar and fireproof vault. 

A vault in our Safe Deposit Department can be rented for as 
little as $ — a year. It might be worth $5,000 to you some day. 

Carelessness causes an aggregate of loss in the course of a year 
fully as large as that due to dishonesty. 

Safety deposit is the cheapest and best insurance for valuables. 

121 



122 2000 POINTS FOR FINANCIAL ADVERTISING 

Keep your important papers and gems and jewelry not often 
used in a safe deposit box where they will not only be secure from 
loss by carelessness but also from dishonesty or the destructive ele- 
ments of nature. 

You will be greatly interested in seeing the massive construc- 
tion of our vault, the ingenious and faultless locks of the vault it- 
self and the individual boxes, and all the arrangements for the 
comfort and convenience of users. 

At this vacation season, when so many people are going away 
from home, the matter of the safety of valuables is one of vital 
importance. 

The safe deposit vault is the community strong box. In our vault 
are private boxes for the safekeeping of papers and other valu- 
ables of small size. For valuables of a bulkier nature there is a 
large storage space. 

The rental charges for private boxes and for storage space are 
reasonable, out of all proportion in fact, to the great amount of 
protection afforded and the peace of mind insured by the use of 
these facilities. 

The strongest materials and the most scientific skill have gone 
into the making of our fortress-like vault, which is proof alike 
against any assault that evil-intentioned men or the forces of nature 
could make against it. 

Nobody but you or somebody authorized by you can obtain ac- 
cess to your papers or other valuables stored in one of the pri- 
vate safes or boxes in our strong vault. 

For a merely nominal sum you can have the use of security 
which costs a large sum to provide. 

It would be sheer folly to go away on a vacation trip and shut 
up silverware and other valuables in your house. 

For almost nothing — less than a cent a day — you can rent ab- 
solute security for your portable valuables in our safe deposit vault. 
Why take risks ? 

The co-operation of a large number of private box-users makes 
possible this great vault, which is absolutely fire and burglar proof. 



SAFE DEPOSIT ADVERTISING 123 

Neither fire nor burglary insurance can compensate you for the 
loss of things you value for other considerations than their intrinsic 
worth. These are the things for which the safe deposit vault is 
the best insurance. 

The small rental charge for a box in our great safe deposit vault 
is little enough to pay for absolute peace of mind in regard to the 
safety of your important papers and other valuables. 

Neither your home nor your office is the proper place for a will, 
deeds, marriage certificate, mortgages, bonds, stock, life insurance 
policies and many other essentially personal valuables. Put them 
into safe deposit. 

When you go away from home your valuables ought to be put 
where they are absolutely safe, and your private papers ought to 
be where they are shielded from prying eyes. 

The vacation period is the time of all times when you should 
consider the wisdom of using a safe deposit box. 

You need a safe deposit box all the year round, but especially 
during this vacation time. Come and see how little it costs to have 
absolute protection in our safe deposit vault. 

Keep your insurance policies where they will be secure. Insur- 
ance companies have considerable trouble through carelessness of 
policy-holders in keeping their policies in insecure places where 
they are liable to be destroyed by fire, lost or misplaced. 

Better be safe than sorry. An ordinary safe at your home or in 
your office is a standing invitation to the house-breaker. 

With your valuables in a safe deposit box you can have peace of 
mind about their safety. 

Loss is out of the question when your valuables are in a safe 
deposit box in this bank's strong vault. 

Whether you feel the immediate need of a safe deposit box or 
not, come in anyway, as we will be pleased to show you the vault 
and explain the features of its great strength. 

Safety, convenience, economy — these are the strong points of 
advantage to be derived from the use of a private safe in our mas- 
sive safe deposit vault. 



124 2000 POINTS FOR FINANCIAL ADVERTISING 






Our vault is one of the largest and strongest possible. It is of 
the most modern type and construction. Built of the hardest and 
thickest steel, it is drill-proof, air and water tight, fire and burglar 
proof and is guarded day and night. 

One great advantage of the safe deposit vault is that in keeping 
your valuable papers right here in the heart of the city you obviate 
the trouble and risk of carrying them or caring for them in your 
home or office. 

Another great benefit of the use of safe deposit vaults is that 
when your valuables are thus safely locked up you have a sense of 
security, a peace of mind. This is worth a great deal to you. 

Surely this is a small price to pay for peace of mind and actual 
protection of your important papers and other valuables. 

Vastly better protection to valuables is afforded by the massive 
safe deposit vault of this bank than practically any private indi- 
vidual could afford to have exclusively for his own use. 

When for such a small amount — an infinitesimal fraction of the 
property protected — you can have perfect protection, why do you 
run any risks? 

A safe deposit box in our vault is the best place for you to keep 
securely valuable papers, jewels and other things of that nature. 

Besides the actual protection of your valuables there is another 
strong argument for a safe deposit box, and it is the freedom from 
worry, the peace of mind which will be yours. 

It is the sheerest folly to allow bonds, stock certificates, mort- 
gages, deeds, cash, jewels, or other valuables to remain a moment 
unprotected from loss by fire, thieves or carelessness when for an 
extremely small expenditure you can insure their safety absolutely. 

You can rent a safe deposit box in our impregnable, fire, burg- 
lar, mob-proof vault for as little as $5 a year. 

We have a thoroughly burglar proof and fireproof vault, where 
snfe deposit boxes or private safes can be rented at a low rate. 

With a large number of individuals co-operating, the safe deposit 
vault of this bnr>k is made possible — a place of perfect security at 
moderate cost. 



SAFE DEPOSIT ADVERTISING 125 

Many details of safety make our vault one of the most secure 
places in this part of the State. 

Our great vault provides a place of perfect security and renders 
the care and anxiety of watching and guarding valuables unneces- 
sary. 

Can you afford to take chances on the safety of your valuable 
papers when you can have absolute safety for them in our safe de- 
posit vault for only $5 a year? 

If you lose an insurance policy it will cost you considerable trou- 
ble and expense to get a duplicate. 

In a safe deposit vault like ours your policy will be preserved 
intact and you will never have to go to the expense of advertising 
a lost policy or executing a bond in double the amount of the face 
of the policy before getting a duplicate issued. 

In regard to thieves and burglars there is no doubt at all that a 
safe deposit box is the cheapest insurance in the world. 

Don't keep money or valuables around your house, office., or on 
your person. It's dangerous. Rent a box in our Gibraltar-like 
vault for the safe keeping of your valuables. 

What might the loss of one of those papers means to you and 
how little it costs to prevent the possibility of loss ! 

When such security as our wonderful vault affords can be had 
so cheaply is it not the height of folly to take chances and carry 
your own risk? 

The safe deposit vault has been aptly called "the community 
strong box." 

This vault is made of several layers of the hardest kind of steel. 
It is put together by a process which makes it impervious to any 
attack that could be made upon it. The locks are perfect. 

You can have absolute safety for your important papers and 
other valuables for less than a cent a day. 

You will be interested in seeing what massive construction and 
great ingenuity have done to create an absolutely safe place for 
valuables. 



126 2000 POINTS FOR FINANCIAL ADVERTISING 

The convenience of having your securities, mortgages, bank- 
books, insurance policies and other valuable papers right here in 
the business heart of the city is one of the greatest advantages 
of using our safe deposit vault. 

With a safe deposit box you need never worry about the secur- 
ity of your valuables. 

Visit our vault. We will be glad to show you the details whether 
you have any immediate use for a box or not. Come anyway and 
see what a lot of security you can get for $5 a year. 

It is impossible for a private individual to have a safe deposit 
vault as secure and complete as that of this bank for the simple 
reason that that vault cost more than the average individual's en- 
tire property is worth. 

You avoid the necessity of carrying important papers to and 
from your residence and do away with the possibility of loss by 
carelessness, fire or theft. 

It takes two keys to open a box in our safe deposit vault. One 
is the master key, which we retain. It only half unlocks the boxes. 
The other is held by the renter of the box, and cannot operate the 
lock until our key has been used. 

It means something to you to be entirely free from anxiety about 
the safety of your property. It is worth a good deal to be able 
to dismiss from your mind all worry about the security of your 
important papers and other precious things. 

The actual protection of your valuables — the guarding of them 
from loss or destruction — is not the only benefit you enjoy when 
you use a safe deposit box in our Gibraltar-like vaults. 

Rental price is from $5 to $15 a year according to the size of 
the box. Come in and let us show you the vault. It is an inter- 
esting sight and you will be welcome, whether you rent a box or not. 

Why not insure both the safety of your belongings and your 
own peace of mind by renting a box in our safe deposit and stor- 
age vaults — one of the strongest in this part of the State? 

Our vault is in a comparatively low building so that in case of 
a fire there would be no skyscraper to topple down on it and pre- 
vent your getting at your valuables quickly. 



SAFE DEPOSIT ADVERTISING 127 

Among the articles we can guard for you in our great safe de- 
posit vault are these: 

For individuals — Court decrees; jewelry; old coins; deeds; mort- 
gages ; trust deeds ; receipts ; cancelled checks and notes ; heirlooms ; 
fire insurance policies ; life insurance policies ; accident insurance 
policies ; memorandum books ; diaries ; household inventories ; con- 
tracts; rare books; deposit books; notes; wills; sketches; drawings; 
blue prints ; stocks ; bonds ; leases ; abstracts ; photographs ; pension 
papers ; naturalization papers. 

For merchants — Mortgages; contracts; paid invoices; cancelled 
checks and notes; fire insurance policies; inventories; cash books; 
ledgers; notes; stocks; bonds; leases; partnership agreements. 

For lodges — Rituals; charter; seal; bonds; stocks; notes; record 
books; receipts; fire insurance policies; leases. 

May be placed in storage — furs; jewelry; silver; rare china; cut 
glass; costly laces and silks; paraphernalia; rare paintings. 



CHAPTER V 

Investment Advertising 

It is the lesson of experience to realize that the more you elim- 
inate chance from your investments the better off you will be in the 
long run, 

Our mortgages are a splendid example of a conservative invest- 
ment. From them you get not only a good return on your money, 
but what is more important, absolute safety. 

Your peace of mind is to a great extent dependent upon the 
safety of your capital. 

Any time you have money is the time to buy our mortgages. 

There is no class of investors which would not find it beneficial 
to have at least some money in our mortgages. 

Do not gain experience at the cost of a depleted capital. If you 
buy our mortgages you eliminate the consequences of mistakes or 
changing conditions in connection with your investments. 

Some people can afford to speculate just as they can afford a 
yacht or an opera box. Speculation is a luxury. Is it one you 
can afford? 

Put at least some of your money in our mortgages and know the 
comfort of an investment from which risk is eliminated. 

Our mortgages would be a good investment for your money or 
for trust funds in your care. 

Our mortgages make investing an exact science as far as you 
are concerned. 

There is one sure way to make money and that is to save your 
income. It does not help much, however, if you save your income 
and lose your principal. You can be sure of both principal and in- 
come if you invest in good mortgages. 

It is true generally that the greatest financial risks are taken by 
those who can least afford a loss. 



ISO 2000 POINTS FOR FINANCIAL ADVERTISING 

Our mortgages are beyond the reach of disturbing influences. 
Their principal is absolutely safe and the income — paid on the day 
due — is higher than any other tax free, gilt-edge security. They 
are investments you can safely make and recommend to your 
friends. 

Follow the example of successful financiers and invest at least 
some of your money where it is absolutely safe. 

Don't forget that a large return for a short time, spent as it 
comes in, is a poor consolation when the principal is beyond recall. 

The more you have invested in our mortgages the more you can 
be sure is safe and the income will be larger than from any other 
investment equally safe. 

If you advise the purchase of our mortgages there is no possi- 
bility that you will have to apologize for your advice. There can 
be no loss of principal and the income is paid the day it is due. 

How often have you wished to get out of some investment with- 
out a loss? There is no speculation in our mortgages. You always 
get what you expect. 

Those who wish to use your money for their speculation will 
promise nearly everything you demand. 

Don't buy anything that promises you more than a fair and 
reasonable return. Be suspicious of investments which promise too 
much. 

Make your money work for you, but do not set it a dangerous 
task. Do not try to make it bring more than it can earn, for then 
you are putting it in such peril that it may be lost. Neither let it 
be idle because being unemployed it will waste away. 

There is no end of investments that you ought to make. You 
can find out what they are, at your expense, by trying them one at 
a time. Your final decision will be to let speculation alone. 

If you make an unfortunate investment you have bought expe- 
rience, and it has cost the amount of your loss. 

If you make investments only occasionally you cannot afford to 
make mistakes as one unfortunate experience may cause the loss 
of a large proportion of your capital. 



INVESTMENT ADVERTISING 131 

Are you one of those people who will have to die at the "right 
time" so that your family will not be left in poverty? In ether 
words, are you taking such risks with your money that your experi- 
ence and management are necessary to keep it safe? 

If you own good mortgages and tell your family about them you 
may be doing that which will keep them from want after you are 
gone. They are safe investments for you and will be safe for 
them. 

When you choose investments you undoubtedly have in mind that 
your experience and management add to their safety. But if some- 
thing happened to you would they be safe investments under the 
management of your wife? 

Many people buy our mortgages because as they put it they "can 
no longer afford to take chances." They had their lesson — what 
is more — profited by it. 

No responsibility is required to make a promise, but sometimes 
considerable responsibility is required to fulfill one. 

Have you not made investments that seemed attractive at first, 
but did not turn out as well as you expected? Every time you buy 
a good first mortgage you protect yourself against just such disap- 
pointments, usually another name for losses. 

In good times and bad our mortgages appeal to such investors 
as deem the safety of principal of supreme importance. 

We specialize in bonds of the highest grade, suitable for Nation- 
al, State and savings banks, estates and individuals. 

With the opening of the New Year you usually consider most 
carefully how to invest your surplus money. It is hard to find a 
small investment that will pay a good rate of interest and yet be 
safe. 

Through our experience and careful investigation by experts we 
are able to offer you the service that is needed by every investor, and 
are at all times glad to furnish investors with any information they 
may desire. 

Our mortgage certificates are mortgages in safety and bonds in 
convenience. They are the latest development in mortgage lending. 



132 2000 POINTS FOR FINANCIAL ADVERTISING 

If you have funds to invest at once, or if you wish to lay aside 
a few dollars each year to create definite capital for a certain time, 
let us tell you about our bonds, and the business upon which they 
are based. 

There may be safe investments that pay more than 5 per cent., 
but it means a good deal to you to have your money earn as much 
as that without causing you any care or worry. 

This tremendous, resistless advance in values supplies at once 
the two essentials of the ideal investment — sound security and dem- 
onstrated earning power. 

We act as the purchaser's representative and secure for him those 
investment securities best suited to his particular needs. 

These securities combine the attractive investment features of 
dependable security — substantial income — marketability — scientific 
distribution of funds — and the maximum of convenience. 

The wise investment of money is not simply a question of safety; 
nor, on the other hand, is it merely a matter of income. It is in 
reality a combination of the two. 

Our service is more than just simply buying and selling bonds. 
We rigidly investigate every bond issue that we buy, in order to 
assure ourselves of the safety of the security that we offer to you. 

Which counts most — The comfort of knowing that your funds 
are safely and wisely invested, or the anxiety of hazarding the 
savings of years in the futile search of a short cut to fortune? 

Every bond we offer for sale has been purchased outright by us. 
Every bond we own has withstood the most exacting reliability tests 
that our organization of specialists knows how to apply. 

Why lose income by your delay in purchase of securities? If 
undecided why not get the opinion of those whose business it is to 
know about securities? 

We have at all times investment bonds of the soundest type. It 
will pay you well to investigate our standing and then become ac- 
quainted with us personally. 

This is a conservative and safe investment you should be familiar 
with now. 



INVESTMENT ADVERTISING 133 

Our bond offerings are of unquestionable quality and the yields 
afforded are as high as can be had without risk. 

If you have money to invest — no matter how large or small may 
be the amount — and feel the need of prudent advice, we shall be 
glad to give you the benefit of our experience in the investment 
banking business. 

What you do with your surplus is no less important than the 
accumulating of it. Wrongly invested, it may be of more harm 
than benefit to you. 

Conservative investors realize the necessity of investing only in 
securities recommended by reliable and experienced banking firms. 

No purchaser has ever lost a dollar of principal or interest on a 
mortgage purchased of us. 

The actual cash investment in the property back of this invest- 
ment is nearly two and a half times the outstanding bonds. 

Solid security, substantial income, marketability, diversity and 
convenient form — a model investment. 

Investors lose interest waiting to find a mortgage that exactly 
suits in amount and location-— also while the title is being searched. 

In making investments not only the tangible property and the 
earnings of the companies behind bond issues must be considered, 
but the future growth of the territory in which these companies 
operate, must be assured. 

While safety should be the fundamental consideration, it can 
be carried to such an extreme as to unnecessarily limit the earning 
power of the invested capital. 

Just now the shareholders in many corporations are worried 
about their future dividends and anxious over the great declines in 
the quoted values of their stocks. But bondholders are as serene 
as ever. Their holdings have fallen but little in price and the cou- 
pons are being paid like clockwork. 

In the purchase of bonds for investment it is essential that the 
investor either look very carefully into the security of the bond or 
rely on the judgment and reputation of the banking house making, 
such an offering. 



134 2000 POINTS FOR FINANCIAL ADVERTISING 

When you are ready to be free from the anxiety of stocks and 
variable dividends let us hear from you. We will tell you about 
bonds that are safe and interest that is certain. 

No difference how much you may have to invest — first, be as- 
sured that your funds are permanently safe. 

A good many investors overlook the importance of the service 
which a careful and conservative investment organization is able to 
render them. 

The holder of a bond is protected by an absolute lien on perma- 
nent assets worth much more than the amount of the loan. 

The one huge fortune-builder that dwarfs all other sources of 
wealth is real estate. 

Next to Federal, State and Municipal securities, which yield a 
low income and are limited in amount, the bonds of corporations 
supplying public necessities afford the safest investments. 

The certainty of a moderate, but sure, income is much better 
than the possibility of greater returns with the probability of loss 
of the entire principal. 

Principal and interest thoroughly secured by best class of im- 
proved, income-producing real estate. Tax exempt in this State. 

If you have $100, or $1,000, or more, it is imperative to find for 
it the best possible employment consistent with safety. If you de- 
sire to create capital from surplus income you must invest system- 
atically and safely. 

If you have only a modest fund, by all means be satisfied with 
the safety of a good, strong mortgage or bond, which is certain at 
all times to be worth its original cost to you. 

Far too many people, for the sake of one or two per cent, of 
interest more than is commensurate with safety, place their entire 
principal at hazard. 

We investigate minutely and buy outright the bonds we offer. 
We can, therefore, honestly recommend them to you. 

So many investors hold seasoned railroad bonds that a broad 
market has been established, assuring a ready sale at any time. 



INVESTMENT ADVERTISING 135 

We believe that our bonds are as marketable as the average 
listed issue. Under normal conditions, we have always been able 
to furnish our clients a satisfactory market for our securities. 

It is always wise to purchase through responsible dealers who 
have proper facilities for expert investigation, successful experi- 
ence upon which to base their judgment, and a reputation to main- 
tain for reliable recommendations. 

A good bond is the safest form of investment and is absolutely 
non-speculative. 

There are securities which sell at prices much above their real 
value because everybody knows them to be good and investors who 
do not want to take the trouble to investigate are willing to pay 
extra for them. 

It is better to go to experienced investment brokers and get 
advice. You can make more and still be perfectly safe. 

Owning a bond, you own actual property. For convenience a 
trustee holds the title, but it is held for you. The corporation 
issuing the bond must pay the interest and repay the principal, or 
the mortgage guaranteeing the bond is foreclosed and the property 
passes to the bondholder. 

In choosing bonds you need the advice of experts. Our knowl- 
edge and experience along this line are at your command. 

We have some very good bond offerings at present. 

Well chosen bonds are secured by property guaranteeing your 
investment, dollar for dollar, and interest beside. 

Every wise investor will place at least a portion of his surplus 
in a safe, non-speculative investment of this character. 

Trustees, guardians, executors, administrators — those having 
charge of trust funds, have special reason to exercise the utmost 
discretion in choosing investments. 

An important thing to be considered in choosing an investment 
is the readiness with which you can get back your principal when 
you want it. There are times when you need ready cash. Indeed, 
to have all your funds "slow assets" might mean disaster some 
times. 



136 2000 POINTS FOR FINANCIAL ADVERTISING 

A wise choice of investments cannot usually be made entirely 
upon your own judgment. When it comes to placing out your own 
money or funds left in your charge to earn an income, it pays to 
get the best advice. 

A single poor investment may cause you more loss than you 
gain by a dozen good ones. 



PUBLICATIONS FOR 
BANKERS. 



'pHE BANKERS PUBLISHING COMPANY is head 
quarters for all books on banking, investment and 
business topics and will procure and forward at the regular 
price any book not mentioned herein: 
Send for complete catalog. 

PRACTICAL BANKING. 

By Claudius B. Patten, late Cashier of the State National Bank of Boston. 
An octavo volume of 520 pages, cloth sides and buckram back 55.00 

A book of great value to every one engaged in the banking business or in 
any way interested in banks. Shows exactly how banks are conducted. Gives 
forms and clear instructions. The complete title, "Methods and Machinery of 
Practical Banking," indicates the scope of the book. 

MODERN BANKING METHODS. 

By A. R. Barrett, C.P.A., formerly bank expert for United States Treasury 
Department and bank examiner $4.00 

This book contains the latest and best information in regard to the organi- 
zation and management of banks; 325 large octavo pages; over 200 improved 
fac-simile forms of bank books, records and blanks filled out to represent actual 
transactions, practical bank bookkeeping — the work of every department fully 
explained and illustrated. 

PUSHING YOUR BUSINESS. 

By T. D. MacGregor. A practical handbook on bank, trust company, safe 
deposit, bond, stock, insurance, and real estate advertising by an expert. How to 
prepare booklets, prospectuses, letters, circulars, street-car cards, newspaper and 
magazine advertisements that will "pull." Valuable lists of talking points, a 
glossary of advertising terms, illustrations of good and poor advertising, meth- 
ods of conducting an advertising department, and details of campaign plans and 
approved methods for follow-up systems. In short, a summary of the best plans 
and ideas in financial publicity. 197 pages, illustrated, cloth bound $1.25 

2000 POINTS FOR FINANCIAL ADVERTISING. 

By T. D. MacGregor. 137 pages, illustrated, cloth bound $1.50 

THE BANKERS DIRECTORY. 

Revised to date, and issued twice a year. Per volume $1.00 

Contains lists of Banks and Bankers in the United States, Commercial and 
Banking Laws of each State, a list of reliable Bank Attorneys, towns having no 
Banks, with nearest Banking Points, Directors of National and State Banks in 
all the Principal Cities, list of Canadian Banks and Bankers, State and Terri- 
torial Maps, and many other features contained in no other work. Substantially 
bound in red cloth. Over 1500 pages, octavo. Marginal index. ($7.00 a year.) 



THE BANKERS MAGAZINE. 

In almost every field of activity there is one publication that 
stands pre-eminent in quality, influence and authoritative char- 
acter editorially. In the banking and financial field that publica- 
tion is The Bankers Magazine, the oldest and best banking and 
financial publication. Its departments include the following: 

EDITORIAL COMMENT. 

Full and unbiased treatment of monetary and banking topics of general 
interest to the banker and financial student. 
CONTRIBUTIONS 

By leading bankers and others dealing with matters directly or collaterally 
related to banking. 
BANKING AND COMMERCIAL LAW. 

The latest decisions of State and Federal courts; replies to law and banking 
<juest?ons, submitted by subscribers, by John J. Crawford, author of the Uniform 
Negotiable Instruments Act. 
PRACTICAL BANKING. 

A-rticles on all departments of bank work, contributed by active bank men; 
Illustrated with forms. 
TRUST COMPANIES AND SAVINGS BANKS. 

Special departments devoted to the interests of these institutions. 
BANKING PUBLICITY. 

A department giving the latest and best ideas for promoting business by 
advertising. 

"Investments," "Foreign Banking and Finance," and many other features 
are regularly embraced in the contents of THE BANKERS MAGAZINE, mak- 
ing the publication of direct practical helpfulness to every banker, officer or 
clerk in a bank, trust company or savings institution, as well as to investors 
and capitalists generally. 

Published monthly; subscription, $5 a year. Special $2.50 book premium for 
new subscribers. 

I I 

Advertising Preparation 

SERVICE 

For Banks, Investment and Real Estate Dealers 

Officers of banks, trust companies or real estate or investment con- 
cerns, who are interested in advertising and are open for a proposi- 
tion to receive the highest kind of individual advertising preparation 
service at a moderate cost, are requested to send for interesting 
printed matter which describes the plan under which the Publicity 
Department of the Bankers Publishing Companj r is securing satisfac- 
tory results for a number of financial institutions in different parts 
of the country. This department is under the management of T. D. 
MacGregor, author of "Pushing Tour Business" and "2000 Points for 
Financial Advertising." We can also arrange to place advertising in 
newspapers and magazines through The Siegfried Co., New York, a 
recognized advertising agency specializing in financial advertising. 

If you have any idea that you might possibly use service of this 
kind, write to us to-day. The information will cost you nothing but 
may mean a great deal to you. 

PUBLICITY DEPARTMENT 

The Bankers Publishing Co. mT'K^S 



APR 4 1912 



Ill 



I 111 

lililli i it 



LIBRARY OF CONGRESS 

021 048 468 1 



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